Attribution Window
An attribution window is the time period after an ad interaction during which a conversion can be credited to that ad.
An attribution window is the period of time after an ad click or view during which a conversion can be credited to that ad. A 7-day click window credits purchases made within seven days of clicking; outside the window, the same purchase counts as something else.
How it works
Each platform sets default windows (for example 7-day click and 1-day view on Meta, 30-day click on Google Ads) and reports conversions accordingly. Longer windows inflate reported results; view-through windows credit ads that were merely on screen. Comparing channels with different windows is comparing different definitions of success, so serious measurement normalizes windows or evaluates against a neutral source of truth.
Why it matters
Window settings quietly shape which campaigns look good and therefore where budget flows. Knowing the windows behind every number in a report is basic literacy for anyone allocating media spend. Learn more about our marketing attribution services.
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