Up until now, it has always been possible to measure the results on our ads up to 28 days after somebody has clicked on an ad or up to seven days after somebody has viewed an ad.
However, due to the changes that Apple are enforcing on Facebook, these attribution windows are reducing to seven days and one day respectively.
So what does this mean?
Well, if you have a business where it takes your customers a while to take action, then you’re going to start missing out on some key data in your ad account.
So my advice to you is to dig in now and particularly look at your results in the 28-day click attribution window and get an understanding of those past results so that you can apply assumptions in the future when this data is no longer available.