By changing the time window in the Facebook Attribution Model, IMP has helped a beauty industry client reduce their advertising budget by 15.55%. An Overview of the Attribution Model An Attribution Model is a powerful tool that allows businesses to track every touchpoint of a customer’s journey across different platforms.  By utilizing the appropriate Attribution Model, you can gain a better understanding of which channels are driving conversions, which allows you to allocate your budget more effectively and optimize your advertising campaigns for success. In this case study, IMP discusses two primary setting options commonly found in attribution models: It indicates that revenue from orders may come from customers who have either clicked on a link (within a 7-day timeframe) or viewed an advertisement (within a 1-day timeframe). –> This is the default option when creating campaigns. It indicates that revenue from orders may come from customers who have clicked on a link (within a 7-day timeframe). –> The new option IMP implemented for client BACKGROUND The rapid growth of these metrics also reflects the increasing competition in achieving higher conversion rates. Therefore, businesses need to strive to develop investment strategies that continuously: With the desire to achieve better results