Understanding Facebook Attribution in 2025

Meta attribution… It’s a forever topic.

In 2025, Meta’s attribution model is buckling under the weight of privacy changes, browser restrictions, and signal loss. But there’s one new tool that could shift how marketers measure success: incremental attribution.

Here’s what’s happening—and what you need to fix now before your ROAS leads you astray.

1. Attribution windows haven’t changed

Meta still uses:

• 1-day click

• 7-day click

• 7-day click + 1-day view (default)

If your customer converts on day 8, Meta won’t give your ad credit. That’s a problem for high-AOV or slow-buy products.

2. The link: ClickID

Every ad click comes with a unique ID (Meta: fbc) that lets Meta connect your ad to a purchase. If that ID gets lost—through domain jumps, bad cookie handling, or browser-only pixels—you’re out of luck. You’ll see the conversion in Events Manager, but Meta won’t attribute it. Meaning: your ads are working, but Facebook says they aren’t.

In Events Manager, you can find all your tracked behavioral events. In Ads Manager, Meta will calculate attribution based on ClickID and the attribution model you select.

3. Why don’t I like 1-day view attribution?

When people say that Meta is always over attributing, I agree and disagree. I think one of the biggest culprit why over attribution happens is 1-day view. A lot of times when Meta is smart enough to figure out who’s going to buy anyways, they would aggressively show them ads so that there will be an impression and the purchase will be attributed.

It usually is worse if you have a lot of return customers or predictable purchases.

Try removing 1-day view and see if that makes any differences.

4. What is Incremental Attribution?

New in 2025, Meta now estimates conversion lift caused by ad exposure, even if the event falls outside the attribution window. Think of it as a midpoint—more accurate than 1-day, more cautious than 7-day.

But it’s model-based, not magic.

5. Delayed attribution: why your numbers will never match? (and that's normal)

Different Time Windows: Meta’s default "7-day click, 1-day view" means today's report may include:

• Conversions from ads clicked up to 7 days ago

• Conversions from ads viewed yesterday

• NOT all of today's actual sales

It's important to note that there can be a reporting delay of up to 72 hours for some conversion data, particularly for iOS users due to Apple's privacy changes. This means that today's report may not include all of today's actual sales, but for reasons beyond just the attribution window.

The attribution window affects how conversions are credited to ads. It does not always reflect all sales that occurred on any given day.

Multi-Channel Reality: Not all your Shopify sales come from Meta! Some come from:

• Organic traffic

• Email marketing

• Other ad platforms

• Direct visits

6. The fix: Server-side + webhook tracking

At Aimerce, we restore the full chain:

• Webhook + webpixel to keep ClickID alive across domains

• Server-side pixel to escape browser blocks

• Automatic Advanced Matching to push clean identifiers to Meta (and boost your EMQ score)

Bottom line:

Meta’s incremental attribution only works when your data pipeline is clean. Most Shopify brands aren’t even close. We’ve fixed this for 200+ brands already—without changing your ad strategy.

You’re probably not scaling wrong. You’re just flying blind.

→ Want us to check your setup?

Book a 30-min audit call

🎉 Say hi to Beverly, your new agent for cutting Klaviyo costs!

Beverly just joined the Aimerce Agents lineup, and her specialty?

Finding and clearing out the ghost profiles draining your Klaviyo bill.

We built Billing Protection to stop brands from paying to email people who haven’t opened in months. Beverly handles the full audit inside our Chrome extension. No fluff, no guesswork, just cleaner data and smaller bills.

She’ll:

✅ Find profiles that aren’t engaging

✅ Show you how much they’re costing you

✅ Help you re-engage or clean them out

📣 Meet Beverly here!

📚 Other helpful resources from the Aimerce team:

1. We audited 800+ Klaviyo accounts, here are our top 7 Klaviyo hacks you may not know (yet)

We found the patterns, mistakes, and hidden gems most brands miss.

2. Meta Ads Cheat Sheet: Why Your ROAS Is Off (and How to Fix It)

We audited 200+ Shopify accounts. These are the top reasons your ROAS is misleading and what to do about it.

3. How to Save Money on Klaviyo Without Losing Revenue 

Cut your Klaviyo bill without hurting deliverability or sales. Includes account cleanup tips and flow audits that preserve revenue.

4. Is Your Tracking Setup Leaking Revenue? Take This 5-Minute Audit!

Run through this quick checklist to catch attribution issues before they ruin your campaigns. No dev work required.