View-Through Conversions – The Facebook Reporting Feature You Need to Know About – Knowledge Bomb #5

By Tim Burd - August 18, 2017 3858 Views
By Tim Burd - August 18, 2017 3859 Views

An often overlooked Facebook Reporting Feature (even for many Facebook Ad Experts) is the “View-Through Revenue”. Below we will explain what it is, how it works, how to access this information. We will also provide some tips on making the new data work for you.

How “View -Through” Works:

Facebook will give you credit for an action to your ad if the user viewed or clicked your ad and then took a desired action within a specified number of days. The number of days between when a person viewed or clicked your ad, and then took action at a later time is called: An Attribution Window.

By default, Facebook is showing you any conversion that has happened within 28 days of someone clicking your ad. Or, one day after viewing your ad (not clicking) and then buying your product or service later through a Google Search, e-mail follow-up, etc. E-Commerce advertisers encounter this the most from what we’ve experienced, but many other verticals see quite a bit of this as well.

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Attribution Window

How to Access your “View-Through Revenue” Data:

  1. Change your “Attribution Window” in the column select area. The 7 day View Through shows you how many people viewed your ad, but didn’t click, and then bought within 7 days. The 28 day View Through will show you the same but within a 28 day period. (see below)
Figure 2 - Facebook Reporting Customize Column Options - view-through
Change your “Attribution Window” in the column select area.

 

  1. Click Apply and then navigate back to your Ads Manager Dashboard. One thing to note: Facebook works on a Last Click Attribution Model. Meaning, whichever ad the user sees LAST prior to converting will be the one to get credited with the conversion.
  2. Once you’re back in your dashboard, you should be able to see your view-through revenue, and what campaigns it may be coming from. As you can see in the screenshots, it can REALLY add up! For just this client, in the last 30 days it adds up to 18% MORE Revenue or $124,233! (see below)
Figure 3 - Facebook Ads Manager Dashboard - view-through
Once you’re back in your dashboard, you should be able to see your view-through revenue, and what campaigns it may be coming from.

 

Well, that’s the View-Through feature in a nutshell. Now you can see where your money is coming from and optimize accordingly.

Couple More Tips When Using View Through:

  • Use Google Analytics + Facebook View-Through to gain a better understanding of your Attribution Window.
  • Pay attention to which outside sources are driving the most sales and optimize, especially ones with higher revenues.

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