Some ask me whether they should turn 1 day view off on Meta. I keep it on when setting up a campaign, and it has nothing to do with making the numbers look prettier.
What 14 weeks of data shows
Here is what that looks like across 14 weeks of one subscription app account: every campaign grouped by its attribution setting, Meta’s install count against the MMP’s.
The dashed marker is 1.0x, where Meta and the MMP agree on the install count.
Click-only campaigns came in at or slightly below the MMP. Turn view-through on and Meta runs 20% ahead. Because the MMP had a 7 day click and 6 hour view attribution window.
What 1 day view buys me
The algorithm learns from more events. Cutting view-through cuts signal, and on an account with limited volume, signal is the constraint.
The behavior it catches is also real. Someone downloads the app and never opens it. Someone installs, hesitates, then sees an ad that answers the thing they were unsure about, and opens. Neither leaves a click you can trace, and both are the ad doing work.
To close the reporting gap, increase the view attribution window in the MMP’s Meta configuration rather than cutting view-through on Meta’s side.
7 day click plus 1 day view is still my default.