The 2024 Guide to Meta Attribution Windows

ALSO: What post type on LinkedIn will get you more engagement. Snapchat bolsters its agency program. And the new retail media network with more purchase data than you can imagine.

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META • Meta Ad Attribution Windows in 2024

Every Friday, we check in with our Meta Ads correspondent Andrew Foxwell. Andrew has visibility into $300 million dollars in Meta ad spend through his Slack community called Foxwell Founders

This week, Andrew and I chat about attribution windows and their impact on optimization. Andrew explains that the choice of attribution window can affect the quality of clicks, visitors, and conversions. He recommends using a seven-day click (7DC) window for better quality results, even though it may initially look worse in Facebook.

The conversation also touches on the modeling aspect of attribution windows and how Meta's best guess at data can be misleading.

Additionally, Andrew reveals that the attribution window is used as an optimizing feature in campaigns, as it helps find and target specific groups of people.

Be sure to check out Andrew’s Foxwell Founders community of digital ad buyers and his extensive training in the digital ad space.¹

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LINKEDIN • Here’s What’s Working for Organic Posts

SocialInsider has some data on LinkedIn’s best performing organic post types. This comes from content published on the SocialInsider platform, but that’s a pretty big data set.

First, overall, the engagement rate spiked 44% last year compared to the previous year. That engagement rate, as measured against impressions, was 3.85%.

In terms of specific formats, multi-image posts generated the most engagement — and by a pretty healthy margin.

Multi-image posts were carousel posts till December last year, when LinkedIn eliminated native carousels as an organic posting option. You can still replicate them, by posting a PDF with each page displaying a different image, but you can’t actually post carousels anymore, so multi-image posts, based on this data, is the best alternative, followed by document posts, images, and video.

As per other platforms, link posts are way down the list of engaging formats. I only mention this because it’s still the format that many brands default to when they’re trying to share news or announcements.

And it makes sense. No social media platform wants you to be taking users off their site, so they deliberately downrank links in the algorithm.

If you’re trying to get Shares, specifically, video posts generate the most sharing on LinkedIn — on average, each post gets 3 shares, but video posts will get you more. This seems to be the case regardless of how many followers your page has.

Looking at posting activity, brands posted an average of 18 times a month last year. This is a 10% increase over 2022.

The full SocialInsider LinkedIn Benchmarks 2024 study is available here.

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SNAPCHAT • New ‘Advanced’ Agency Program

Snapchat is launching a new agency program called the “Advanced Partner Program.” 

This is a kind of upgrade to their existing Snap Partner program, which is a marketplace of certified Snapchat experts ready to help agencies and brands with their on-platform marketing.

Advanced partners will receive unique benefits throughout the year including personalized training and enablement sessions, dedicated support, and additional tools and resources. We’re also making it easier for our partners to buy, manage, and measure on Snapchat by rolling out several new features to simplify collaboration and organization management for both our partners and their clients.


Those things, but the way, include bulk invoice downloads and better campaign management. They’re also improving asset sharing across different brands.

Some agencies are already in the new Advanced program, including VaynerMedia, Wpromote, Horizon Media, Kepler, and PMG.

Despite seeing some increase in revenue, Snap's growth so far this year has been more slow and steady than spectacular. This has led the social media company to make some tough decisions, including cutting staff and streamlining projects, in an effort to better its financial health.

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RETAIL • Chase Bank Launches Its Own Ad Network

Another large retail chain is launching its own ad network — but this time, it’s a bank.

Chase has launched Chase Media Solutions, and as far as anyone can tell, it’s the first media platform led by a financial institution. The platform lets brands send promotions to Chase’s 80 million customers.

This was expected, after Chase acquired the digital ad platform Figg in 2022.

And some industry watchers say there’s one big reason banks may end up being a huge player in the retail ad space:

Chase’s advantage is transactional first-party data, which allows brands and agencies to target based on purchase history. RMNs have that data too, but only within their specific stores and owned channels. Chase customers have purchase histories across retailers and other businesses they buy from.

INSTAGRAM • Sticker to “Nudge” Your Followers

If you’ve seen your brand’s Instagram engagement drop lately, it’s likely because — for whatever reason — the algorithm isn’t showing your content to people who follow your account.

So, Instagram is fixing that and will now show all your content to everyone who follows you. (Naw, just kidding.)

But what they have done is added a new sticker you can add to your posts, which — when tapped — will pop up the per-account notification panel, to let users turn on notifications for your posts, stories, Reels, and livestreams.

Instagram’s head Adam Mosseri reminded brands this week that just because a user wants to see all your content, doesn’t mean Instagram will let them:

Nobody reaches all of their followers when they post, primarily for two reasons:

1) a lot of your followers won’t open the app that day; and

2) those who do log in have far more posts to see than they have time to spend, and don’t scroll down far enough to get to every post.

Adam Mosseri

This is a bit disingenuous, of course, since there are actually three reasons — the biggest being that it’s not in Meta’s financial interest to show all your content to people who follow you. After all, if they did, you wouldn’t need to run ads to reach them.

The latter logic here seems to contradict Instagram’s push to insert more AI-based recommendations from profiles that you don’t follow into your feed.

If there are far more posts in your feed than you can possibly see each day already, adding in additional recommendations is only going to make that worse. Right?

In any event, the point is that your followers are not necessarily going to catch all of your updates, and this will provide another means to ensure that you’re maximizing reach to your most engaged fans, by giving them the option to opt-into alerts for specific content types.

And finally…

The once ad-free world of streaming video services is almost entirely gone now — only Apple TV is still ad-free, and I give that another month or two max before they start runnings ads there too.

We’ve even seen these platforms have ad placements for when people have paused their program — placements which, lets face it, as marketers… are kind of genius.

But now, enter the world of pause ads on hardware.

Roku has a recently revealed patent that will show an ad whenever anything plugged into your TV’s HDMI port is paused — which could mean, if you’re using an Apple TV box to watch Apple TV content, even though Apple hasn’t put any ads there, your HDMI port will.

But it’s not just TV sticks and boxes that are plugged into those things. DVD players. Even gaming consoles connect via HDMI.

Can you imagine spending 60 hours in the brilliant game Bioshock, you finally meet Andrew Ryan, and then an ad pops up?!

Actually, it’s even more machevellian since the patent mentions text recognition to try to figure out what you’re watching at that moment, then finding an appropriate ad to play.

Which, in the case of Bioshock, would be hilariously ironic, given the game’s themes of capitalism gone amuck.

Of course, this is just a patent, and it may not go anywhere. But, if I were betting man…

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