The meeting is still spend, then what hit the bank. The window explains Meta's column. It does not answer the bank.
A framing example, not a result: "You spent €100k on Meta and Google. Here's what actually produced the €300k that hit your bank account."
The client report changed and nobody edited the campaigns
Same dates, same campaigns, different footnote, or no footnote. A longer click window gives Meta more days after a click. A view window can credit a purchase after an impression. Results, cost per result, and Purchase ROAS move anyway. Write the setting on the slide. The decks are Facebook Ads reporting and Meta Ads reporting.
What you spent and what hit the bank, before you open settings
Amount spent from the Meta export. Payment revenue from the processor. Pair them before the dropdown. Settings can rewrite Meta's credited results. They do not rewrite the payout. Google stays separate: Google Ads reporting.
Where the window sits in Ads Manager (the how-to)
From Meta's help, read 4 Oct 2026 (Europe/Dublin). Not Thexly. If the account menu differs, follow the account.
About attribution models and attribution settings: model plus, for standard attribution only, settings at the ad set. For website and in-store conversions Meta says click-through is 1 day or 7 days after a link click, view-through is 1 day after an impression, and engage-through is 1 day after a non-link click (for video, also a 5-second play, or 97% of a shorter video). Some accounts may still be on an older version. Some iOS 14+ app campaigns do not get every option. Do not compare the campaign overview across different attribution models.
Create flow from Set up engage-through. Meta says steps can differ without the updated version.
- 1Ads Manager, + Create. Objective Engagement, Leads, or Sales.
- 2Ad set Conversion section. Location Website or App.
- 3Show more options. Hover Standard attribution selections. Edit.
- 4Click-through: 1-day or 7-day. Engage-through: 1-day. View-through: None or 1-day. Then Publish.
Compare on a report you already sent, from Compare attribution settings:
- 1Ads Manager, Columns: Performance, then Performance.
- 2Compare attribution settings.
- 3Meta lists 1-day view, 1-day click, 7-day click, and 28-day click, with exceptions on some iOS 14+ app campaigns.
- 4All conversions or First conversion, then Apply. Export if you need to. Access: admin, advertiser, or analyst.
If the campaign has not been live 28 days, Meta says 28-day click only covers the campaign's length. These pages do not name one default for every account, so this guide does not invent one. They also do not show a menu for editing the window on an ad set already published. That click path is Unknown.
What a window change does to a report you already sent
The slide froze the setting you exported. A longer comparison can credit more results. Do not swap a circulated number in silence. Add: dates, old setting, new setting, both Meta totals, payment revenue unchanged by the dropdown. Say if the compare column is also the setting delivery uses.
How to read 7-day click, 1-day view in the client deck
7-day click: Meta may credit a purchase within seven days after the link click. 1-day click is the one-day version. 1-day view: within one day after an impression, click or not. The pair is two rules. Use compare columns when you need the split. "Facebook Ads attribution window" and "Meta Ads attribution settings" are this same footnote. Meta's names, not Thexly's method.
A settings change is not new revenue in the bank
A longer window changes the platform report. The deposit does not move because you clicked Apply. Keep the sent number, label it, set the new export beside it, and leave payment revenue under both.
When Google's report claims the same orders
You can hold an old Meta total, a new Meta total, and Google's value. Adding any pair is still wrong. Spend beside each claim. Payment revenue once. One sale, two claims. Blended wording: blended ROAS and MER versus platform ROAS.
What to tell the client in the next meeting
Campaigns stayed. The setting changed, from [old] to [new]. Amount spent did not depend on it. Here is what the processor settled. Meta's column moved. The bank line did not, apart from payout timing.
Live payment line: agency client reporting. Thexly for agencies does not set this window, does not pick first-touch, last-touch, or multi-touch, and does not upload conversions to force a match.
FAQ
Why did Meta results move when the campaigns stayed the same?
The setting or the comparison window changed. Click-through and view-through decide which later events Meta credits.
Where do I change the Facebook or Meta attribution window?
On setup: Conversion, Show more options, Standard attribution selections, Edit. Click-through 1-day or 7-day. View-through None or 1-day. Steps can differ by version. For a sent report, Columns: Performance, Compare attribution settings. Editing a published ad set: Unknown in the help loaded on 4 Oct 2026.
Does a longer window mean the ads made more money?
No. It changes Meta's count. Check the processor before you say the ads earned more.
Should I rebuild last month's client report after a settings change?
Keep the original and its setting. Add the new read. Do not overwrite a circulated number with no note.
Do I add the new Meta total to Google's total?
No. Payment revenue sits next to combined spend.
Does Thexly set this window or choose a first-touch, last-touch, or multi-touch model?
No. These are Meta's settings. Thexly does not set them and does not use those models.
Has a Meta total moved between the deck and Slack, with the campaigns left alone?
Internal links
- Facebook Ads reporting
- Meta Ads reporting
- Google Ads reporting
- Why Meta and Google both claim the same sale
- Agency client reporting from payment revenue
- Blended ROAS and MER vs platform ROAS
- Thexly for agencies
- About attribution models and attribution settings (Meta)
- Set up engage-through in Meta Ads Manager (Meta)
- Compare attribution settings in Meta Ads Manager (Meta)