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Meta Brings Back 28-Day Click Attribution

Christmas comes early for Meta advertisers. Just in time for the holidays, Meta is bringing back 28-day click attribution and the feature to compare different attribution windows. With the introduction of iOS14 both these features were removed and advertisers saw performance drop, we believe the blame has been partly misplaced on iOS opt-outs. Customer journeys are often longer than the 7-day attribution window we’ve been stuck with for the last couple of years. Now we’ll again be able to compare attribution windows for deeper insights and to uncover the true value of our Meta advertising.

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