For example, if someone clicks on an ad on day 1 of your. Facebook’s full default attribution window is a 1-day view / 28-day click window. That means that your ROAS will continue to increase throughout the entire 28-day window as purchases continue to happen. Because PupSocks wanted a ROAS target of 4x on a full attribution window. We needed to understand how much the ROAS would increase (or CPA decrease) over the growing window.

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Knowing this data, we could make better decisions on day one. In order to do this, you need to export your Facebook ad data every day into the spreadsheet below. Iraq B2B List Screenshot of a spreadsheet outlining a lot of stats for a campaign on Facebook Ads You can click on File > Make a copy… to use our spreadsheet. Delayed Attribution Tracking Spreadsheet The key here is to track your 1-, 7- and 28-day click revenue and then create. A basic calculation that allows you to track the percentage increase between each time period. Once you get a sense of your total delayed attribution

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You can be more aggressive on what your scale target becomes. For example, if you begin with a target of a $20 CPATC by tracking your delayed attribution and finding that your CPATC will decrease by 30% in a 7 day window. You’ll realize that you can make a decision to scale at a $26 CPATC (30% higher) on day 1 based on how that number comes down over time. If your head is spinning from all the math, that’s what ecommerce media buying agencies like Common Thread Collective specialize in. If you want help scaling a 4X ROI campaign like we did with PupSocks, contact us here.

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