Key Concepts
Essential Attribution Concepts
FBCLID (Facebook Click ID)
A unique identifier Facebook adds to ad URLs. This is the primary method we use to track which ad someone clicked. Example: fbclid=IwAR123abc...
Attribution Window
The time period after a click during which a conversion can be attributed to that ad. Default is 7 days click, 1 day view.
Conversion API (CAPI)
Server-to-server tracking that sends conversion data directly to Facebook, bypassing browser restrictions and ad blockers for improved accuracy.
Multi-Touch Attribution
Attribution model that gives credit to multiple touchpoints in the customer journey, not just the last click.
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