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Attribution determines which ad gets credit for a sale when a customer saw multiple ads before buying. The common models are:

— Last-click: 100% credit to the final click — favours bottom-funnel branded search
— First-click: 100% to the first touch — favours awareness ads
— Linear: equal credit across all touches
— Time-decay: more credit to recent touches
— Data-driven: ML-based credit by Google or Meta

Meta's default attribution window is now 7-day click + 1-day view. Anything longer requires explicit choice. Always check which model your reports use — switching from 7-day to 1-day click can cut reported ROAS by 30% without anything changing in reality.

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