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TL;DR

If your brand is doing +$20M in revenue and you want to reach more top-of-funnel customers, consider testing 1-Day Click, 7-Day Click & 7-Day Click, 1-Day View.

(If you have an MTA in place use that to evaluate disparities & performance)

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The Explanation

Many advertisers have fully embraced the 7-Day Click attribution model as gospel. But what if I told you that playing around with different attribution windows could unlock hidden performance and scale opportunities?

Despite what people on Twitter and LinkedIn are saying about only running click-through attribution, there’s an argument for running 7-Day Click + 1-Day View as well — to reach a broader audience.

It’s something that we’ve seen work for larger accounts. It won’t work for everyone, but there are cases where it makes a lot of sense to test it (especially if you’ve been running 7DC only for a long time).

How To Set It Up

• While keeping 7-Day Click as your primary model, experiment with campaigns using 7-Day Click + 1-Day View
• Use an MTA (Multi-Touch Attribution) tool like Northbeam, Triple Whale
• Create clear naming conventions to track which attribution window is being used

What We've Seen Across Ad Accounts

When you use different attribution windows across your account, you can actually improve your overall reach while maintaining performance.

For one of our larger clients using Prescient AI (an MMM solution), we found a significant "halo effect" when running campaigns with 7-Day Click + 1-Day View. These weren't just vanity metrics — they were driving real, incremental growth.

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Halo Effects

Put simply, halo effects are spillover — the impact of your paid efforts extend beyond or spills over from your campaigns. Sophisticated marketers measure halo effects because they capture the hidden value of your paid media spend.

When someone sees your ad but doesn’t click, that impression can still drive significant revenue through other channels.

We’ve seen that with our clients in many ways:

• Meta campaigns driving Amazon sales
• YouTube ads boosting organic traffic
• TikTok content increasing social brand awareness
• TV spots lifting branded search
• AppLovin ads driving direct traffic conversions

Without measuring halo effects, you’re likely undervaluing your top-of-funnel campaigns and missing opportunities to scale profitably. Brands that don’t track these spillover effects often pull back spend on campaigns that are actually driving significant indirect revenue.

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Why Does This Work?

It comes down to how Meta's algorithm operates. Different attribution windows essentially "train" the algorithm differently. When you use 7-Day Click + 1-Day View, you're giving Meta more conversion signals to work with, including people who saw your ad, didn't click, but still purchased.