How does the attribution of the campaign results work?

Ako Marketing’s reporting follows Facebook’s (Meta’s) attribution system, which means the data shown in your Ako dashboard matches the data in your Facebook Ads Manager.

How Facebook Attributes Your Results

On-ad actions (direct interactions)

Metrics such as:

• Impressions
• Reach
• Clicks
• Ad Spend

These are counted exactly as they occur and are directly tied to your ad activity.

Off-ad actions (conversions)

Actions such as:

• Revenue
• Viewed Products
• Added to Cart
• Purchased

Facebook attributes these actions to your ad if they occur within the attribution window you’ve selected.

By default, Ako displays:

• 1-day view → Conversions that happened within 1 day after someone saw your ad
• 28-day click → Conversions that happened within 28 days after someone clicked your ad

How Facebook assigns credit (Attribution Model)

Facebook uses a last-touch attribution model:

• If the user clicked an ad → Full credit goes to the last ad clicked.
• If the user did not click any ad → Full credit goes to the last ad viewed.
• Facebook does not split credit across multiple touchpoints.

How conversions appear in your reports

Facebook reports conversions based on the date of the ad interaction, not the date of the purchase.

Example:

• Someone sees your ad on Jan 1
• They purchase on Jan 6
• The conversion is recorded on Jan 1, not Jan 6

This is why conversion numbers may look different from your store’s real-time sales data.

Why your numbers may continue updating

Facebook continues attributing conversions for up to 28 days after the click. This means your campaign’s final conversion numbers may continue changing until the full attribution window is complete.