Attribution window
The attribution window is the period after a person sees or clicks an ad during which Meta will credit a conversion to that ad. The 2026 default is 7-day-click and 1-day-view. For final expense agents, this affects which ads get credit for leads and influences how the algorithm optimizes.
Click attribution: the user clicked an ad and then converted within 7 days. View attribution: the user saw the ad (without clicking) and then converted within 1 day.
For FE Facebook lead-form ads, almost all conversions happen within minutes of the click, so the attribution window rarely changes which ad gets credit. It matters more for agents running multi-step funnels (ad > landing page > lead form).
Shorter windows (1-day-click) produce cleaner data but lose some legitimately attributable conversions. Longer windows (7-day-click) capture more but introduce more "imagined" attribution.