Facebook Ads: Using an Estimation Model to Close Order Gaps
2 min read
The Source column in your Orders page shows which orders are attributed to your Facebook Ads campaign. Any purchases attributed are marked with a 
icon.
icon.When is a purchase attributed to my campaign?
Facebook uses an attribution model to determine which purchases were as a result of your campaign. An attribution model is a rule, or set of rules, that determines how to assign credit for sales and conversions based on online touchpoints.
Facebook's attribution model is a 7 day click / 1 day impression model. That means if someone sees your ad and makes a purchase on your site within 7 days of clicking the ad or 1 day of viewing it (whichever happened last) the purchase is attributed to your campaign.
Learn more about how Facebook attributes campaign data.
Understanding the Wix estimation model
There are gaps that exist between what Facebook reports and what Wix can track for your campaign. For example, Facebook has the ability to track and identify site visitors across multiple browsers and devices. Wix doesn't have this information.
To overcome any gaps that arise in tracking, Wix has built its own estimation model to make sure you're getting the most accurate conversion numbers possible. This estimation model is created with a combination of Wix data and Facebook aggregated daily data, using smart algorithms to match them.
There may still be gaps in data that exist for the following reasons:
- Data based on the estimation model is delayed for at least 24 hours.
- Any orders made where the payments didn't go through will not be counted in the estimation model, but will still be counted in the Facebook Ads dashboard.
- Any orders made and then canceled will not be counted in the estimation model, but will still be counted in the Facebook Ads dashboard.
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