Why Did 28-Day View Attribution Stop on Meta?

Meta announced on 16 October 2025 that, beginning 12 January 2026, the Ads Insights API would stop returning the 7-day view (7d_view) and 28-day view (28d_view) attribution windows. Meta’s post says the 1-day click, 7-day click, 28-day click, 1-day engaged view and 1-day view windows continue to be available. If a dashboard, script or spreadsheet still asks for those two windows, switch it to a window that remains and read the numbers on that basis.

What did a view window count?

Meta’s attribution help page defines view-through attribution as events that happen after someone saw your ad. Today it lists a 1-day window for that.

If a report used a long view window, you can still read your results with the windows Meta continues to offer. Check the date range and window on every saved report before you compare it with an older export.

When did the change happen?

Meta’s developer post is dated 16 October 2025. It says that on 12 January 2026 the action_attribution_windows parameter of the Ads Insights API stops returning 7d_view and 28d_view.

Meta’s post points to its changelog for a complete list of changes and their details. This page reports the announced date, not a verified rollout date for every account. If a job fails or returns fewer columns than before, compare its parameters with the list below.

Which attribution windows continue?

Meta’s post says these continue to be available for API fields like actions, conversions and results:

• 1-day click
• 7-day click
• 28-day click
• 1-day engaged view
• 1-day view

It adds default values based on advertisers’ attribution settings. Meta’s Ads Manager help page also lists 1-day view, 1-day click, 7-day click and 28-day click in its comparison tool, and says a 28-day click figure is partial if a campaign has run for fewer than 28 days. For your own reports, choose the windows that match how long your customers take to buy, and keep that choice fixed when you compare periods.

What else changed on the same date?

The same post limits some breakdowns from 12 January 2026:

• All breakdowns for unique-count fields, such as unique_actions, are limited to 13 months of historical data.
• Hourly breakdowns are limited to 13 months.
• Frequency breakdowns (frequency_value) are limited to 6 months.
• MMM breakdowns are limited to asynchronous jobs.

Meta says total values for API fields are unaffected and stay available for up to 37 months. If you export history for audits or year-over-year views, pull and store it before you need it.

What can you do now?

Open each saved report or API job that requests a view window and replace it with one of the windows above. Note your attribution setting, because Meta says default values follow advertisers’ attribution settings. Then label old and new exports so nobody compares a 28-day view column with a 1-day view column.

FAQ

Can you still see 28-day click results?

Yes. Meta’s post lists 28-day click among the windows that continue, and its Ads Manager help page includes 28-day click in the compare-attribution tool. It notes that a 28-day click number is partial when the campaign has run for fewer than 28 days.

Does this affect Ads Manager or only the API?

Meta’s post concerns the Ads Insights API. It says the windows that continue are consistent with Ads Manager behavior, and it describes no Ads Manager change. The 7-day view and 28-day view windows are the ones the API will no longer return. Check your own Ads Manager columns to confirm what you see.

Does it change which conversions Meta counts?

Meta’s post does not say that. It limits which attribution windows and breakdowns the Ads Insights API returns, and it keeps the other windows. Meta’s help page on attribution models and settings explains the click-through, view-through and engage-through options you can choose, so read it for how your own setting works.