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Connector Improvement: Facebook Ads attribution data harmonization to cover incremental attribution setting

Answered
Oskari Raunio User

When creating custom report for Facebook Ads connector, there is possibility to untoggle switch "Use unified attribution setting", which harmonizes all conversion data with the account-level attribution setting. Facebook has released "incremental attribution" setting which can be used to replace traditional attribution settings. It seems, that the conversion data, that is primarily tracked with incremental attribution setting is not getting harmonized similarly than other conversion data which is tracked with traditional attribution settings. Would it be possible to also harmonize incremental attribution conversion data similarly than all the other conversion data?

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6 comments

Date Votes
  • Official comment
    Lucas Alexander Fivetranner

    Hi all,

    Sorry for the delay in wrapping this up. We've completed development and are now ready to roll it out. 

    As part of this feature, we've updated the way we collect attribution window information for custom reports. Instead of requesting click, engaged view, and view attributions separately, we combined them into a single field: Attribution windows. It's now possible to select multiple attribution windows of the same type in a single report (e.g., 1-day click and 7-day click). It's also possible to select incremental attribution windows.

    The changes we made will apply to both the UI and the Fivetran REST API. For the API, we'll add a new custom_tables[0].attribution_windows field and deprecate the *.click_attribution_window, *.engaged_view_attribution_window, and *.view_attribution_window fields. This will be a breaking change to the API. We're going to announce this to all Fivetran users next week and give three weeks' notice before rolling out the change. 

    However, I know you're all eager to get this data as soon as possible. If you would like, I can add you to a feature flag and apply this feature to your account immediately. If you're only creating connections via the UI, this shouldn't have an immediate impact. If you're using the API to create connections, you'll need to update your request structure as soon as the change is applied to your account to avoid failed requests. 

    Please let me know if you'd like early access. Otherwise, it will be rolled out to your accounts during the general rollout three weeks after we notify all users.

    Best,
    Luke

  • Lucas Alexander Fivetranner
    • Edited

    Hi Oskari, 

    Luke from the Product team here. Thanks so much for taking the time to submit this feature request.

    I'm having a hard time understanding how this new feature from Meta will impact our sync strategy. Currently, when the "Use unified attribution setting" is toggled on, we set the query parameter use_unified_attribution_setting to true in our requests to Meta's APIs. This parameter is documented in Meta's API docs here: https://developers.facebook.com/docs/marketing-api/reference/ad-account/insights/.

    We also use the attribution windows configured in our connector's setup form. These configurations control the rollback sync strategy for report tables and ensure we capture updates within the correct attribution window. We also pass these values for the query parameter action_attribution_windows. 

    I'm unsure how we should update our connector's logic to account for incremental attribution windows, and what you mean by "harmonize". 

    From the docs, it looks like we could pass "incrementality" to the action_attribution_windows parameter: https://developers.facebook.com/docs/marketing-api/reference/ads-action-stats/. I assume that if we do this, we'll receive the following metrics back from Meta:

    • incrementality
    • incrementality_all_conversions
    • incrementality_first_conversion

    I don't know if anything else is required, for example, using a larger rollback sync to ensure we capture incremental attributions beyond the standard 1-day and 7-day windows for views and clicks. I didn't find any mention of a parameter like use_unified_attribution_setting that would apply to incremental attribution.

    If you're able to provide more insights or context on this, that would be greatly appreciated. I want to make sure that we implement this change correctly. If it is easier, I'm also happy to schedule a call with you to discuss this.

    Cheers,
    Luke

  • Errol Polus User

    Similar situation here as with Oskari — we have a few clients who have started using incremental attribution in their ad sets, and we are unable to reconcile purchases from our Fivetran connectors with what they see in Ads Manager.

    We’ve also been encountering more discrepancies recently with other accounts that do not use incremental attribution. My suspicion is that this is related to the recent changes in the Insights API.

    Wondering what the best way to setup the connectors going forward will be and does this require a change to how defaults are defined in the connector setup? 

    Thanks,
    Errol

    & Kiitos Oskari for opening this thread 

  • Yuna Chen User

    Hi, similar request from SeatGeek that we are also hoping to pulling the incrementality_all_conversions metric using action_attribution_windows=incrementality for the queries. 

    Please let us know what additional info we could help provide to put this request on the roadmap. Thanks!

  • Lucas Alexander Fivetranner

    Hi all, 

    Thanks for submitting this feature request and following up on it.

    We're looking into this now, and I'd love to ask you questions about the topic so we implement it correctly. I sent each of you emails to schedule a call. Please check your inboxes if this feature remains a priority for you.

    Best, 
    Luke

  • Stepan Isaenco User

    Hi Lucas Alexander, 
    Is this still relevant? 

    We're looking into this now, and I'd love to ask you questions about the topic so we implement it correctly.