Attribution & Conversion Counting

1-Day View Attribution vs 7-Day Click Attribution: Meta's Default Pairing

In short: These are not really rivals you choose between - together they form Meta's standard default attribution setting, with 7-day click covering active engagement and 1-day view covering passive exposure. The two use completely different triggers, a click versus a mere impression, and completely different clock lengths, seven days versus one, so a person can qualify for one, both, or neither depending on what they actually did. Click always outranks view when both exist for the same person, so 1-day view only ever shows the leftover conversions with no click behind them. Read them as two separate lines measuring two separate kinds of evidence, not as alternatives to pick between.

By the AdFlint research team · Fact-checked against current Google and Meta platform behavior · Last reviewed July 2026

1-Day View Attribution

Counts a conversion when someone saw the ad without clicking it and converted within 24 hours of that impression.

A view means the ad was served and rendered to the person, not that they engaged with it, and clicks take precedence, so a view-through is only counted when no click exists in the window. It pairs with 7-day click as Meta's default setting. The frequent misreading is treating view-through conversions as incremental; many of those people would have converted anyway, which is what a lift test exists to check.

Full definition

7-Day Click Attribution

Counts a conversion that happens within seven days of a click on the ad, credited back to the day of the click.

Meta's default click window, and the reason reported results for recent days keep rising: conversions are attributed to the date of the click, not the date of the purchase, so yesterday's numbers are still filling in a week later. Use it when the buying decision takes days rather than minutes. The common error is judging a campaign's first few days before the window has closed.

Full definition

Side by side.

The differences that actually change what happens in your account.

	1-Day View Attribution	7-Day Click Attribution
What triggers credit	The ad being seen, with no click at all.	An actual click on the ad.
How long the window runs	24 hours from the impression.	Seven full days from the click.
Relationship to each other	Runs alongside 7-day click as Meta's default combined setting, not a substitute for it.	Runs alongside 1-day view as Meta's default combined setting, not a substitute for it.
Which one wins if both occur	Only counted when no click exists in the window.	Takes precedence over a view every time.
When the number stops moving	Essentially final by the next day.	Keeps climbing for a week as the window fills in.
Evidential strength	Weaker - exposure only, needs a lift test to support causal claims.	Stronger - documents an actual action taken.
Failure mode	Treating a small number here as proof the ad had little effect.	Judging results before the full week has actually played out.

What actually separates them.

These are not rival settings you pick one of - Meta's default attribution setting typically runs both at once, 1-day view crediting passive exposure and 7-day click crediting active clicks, side by side.

The two use entirely different triggers, an impression seen versus a click made, and entirely different clock lengths, 24 hours versus seven days, so a single person can qualify for one, both, or neither.

Click always takes precedence when both exist for the same person, so 1-day view's numbers represent only the leftover conversions with no click on record.

7-day click numbers keep revising upward for a week after each day's spend, while 1-day view numbers are essentially final by the next day, so the two lines finalize on very different schedules.

Turning off the view component of the default setting does not touch the 7-day click number at all, since the two are counted independently rather than derived from one another.

Which one should you use?

Use 1-Day View Attribution when

You are running video, Reels, or Stories where impressions vastly outnumber clicks.
You want visibility into people who saw the ad, never clicked, but converted anyway.
You are running a brand or upper-funnel campaign where exposure itself is the goal.
You have a holdout or lift test planned to check whether the number is incremental.
You want the full picture of ad exposure, not just what click-based reporting shows.

Use 7-Day Click Attribution when

You are selling a considered purchase where people click, leave, and come back later.
You want Meta's standard click window rather than a tightened or widened custom one.
Your buyers typically take a few days, not minutes, to decide.
You are comfortable holding judgment for a week before reacting to early numbers.
You need to catch conversions that happen after someone abandons and returns to buy.

Common questions.

Are 1-day view and 7-day click the same thing as Meta's default attribution setting?

Yes, together they have historically formed Meta's default combination - 7-day click for active engagement plus 1-day view for passive exposure - reported as separate lines rather than blended into a single number.

If someone views my ad, then clicks it three days later, which one gets credit?

The click. A click within its window always takes precedence over a view whenever both exist for the same person, so that instance is counted once, as a click-through conversion, not also as a view.

Can I run 7-day click without the 1-day view component?

Yes. Meta's attribution setting lets you choose the click window and separately decide whether to include a view window at all, so you can turn off view-through crediting and keep click-only reporting if you prefer.

Or stop choosing between them.

AdFlint picks the setting, writes the ads, and keeps optimizing inside the Google and Meta accounts you already own.

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