In response to advertiser feedback, Facebook will not move forward with a test to remove the default 28-day attribution window for advertisers. Gil David of Run DMG shared the news on LinkedIn, commenting “Facebook demonstrates that they do actually listen to advertisers.” He cited the company’s decision not to mandate campaign budget optimization (CBO) as a previous example.
Why we care. This does not mean 28-day attribution will be available indefinitely. It’s expected browser changes to cookie handling will mean the 28-day window essentially no longer works and Facebook will still have to move to 7-day default attribution.