Attribution Modeling

New Facebook Measurement Tool

Facebook just announced an exciting new measurement tool to help marketers with measuring the results of their ads and tying those results to a customer’s digital journey, both online and offline.

Previously only available to a select group of businesses, Facebook Attribution is now available to all advertisers.

With the new tool, advertisers can observe the impact of ads across the array of Facebook services and apps as well as across publishers. Cross-device reporting is available also to inform a better understanding of a customer’s digital behavior and where conversions occurred.


The tool helps advertisers assign credit based on Facebook’s data-driven attribution model; identifying which ads across Facebook, Instagram, Audience Network and Messenger had the greatest impact on driving business outcomes. In short, identifying which ad strategies are working and worth pursuing further.


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