Attribution on Facebook and Instagram primarily relies on the Facebook Pixel for websites and the SDK for mobile apps, which track user interactions with ads and subsequent actions. These tools gather data like cookies and device IDs to connect user behavior back to ad exposures or clicks, facilitating accurate measurement. Advertisers define specific attribution windows, such as 1-day view or 7-day click, determining how long after an ad interaction a conversion is credited to that ad. Facebook's system typically uses a last-touch attribution model within these defined windows to assign credit, meaning the last ad interaction before a conversion gets the attribution. This robust process helps marketers understand the effectiveness of their ad campaigns across various touchpoints and optimize their ad spend for better results. More details: https://samsam.com.ua