Conversion Window Comparison
See how Meta's 1-day-click vs 7-day-click vs 28-day-click attribution windows change reported ROAS for the same business — and pick the window that matches how Smart Bidding learns.
Your Meta numbers
The most generous window — closest to true revenue Meta drove.
1-day -view-through
shows 35% of truthConversions
280
Reported revenue
$33,600
Reported ROAS
1.68×
1-day -click-through
shows 55% of truthConversions
440
Reported revenue
$52,800
Reported ROAS
2.64×
7-day -click-through
shows 85% of truthConversions
680
Reported revenue
$81,600
Reported ROAS
4.08×
28-day -click-through
shows 100% of truthConversions
800
Reported revenue
$96,000
Reported ROAS
4.80×
Meta's default since iOS 14.5 is 7-day click — but reporting at 28-day click typically shows 15–20% more conversions. Smart Bidding optimizes against whatever window you pick, so changing windows mid-flight resets learning.
