Attribution Window is the set period of time after someone clicks or views an ad during which a resulting conversion is credited to that ad — for example, a 7-day click window.
When someone sees or clicks an ad and later converts, the attribution window decides whether that conversion gets credited to the ad. A ‘7-day click, 1-day view’ window, for instance, credits conversions that happen within 7 days of a click or 1 day of a view. It’s a core setting in every ad platform’s attribution.
The window dramatically changes reported results. A longer window credits more conversions to a channel (making it look better); a shorter one credits fewer. Comparing two channels on different windows is misleading — and privacy changes have shortened the windows platforms can use, which is why reported ROAS sometimes drops without performance actually changing.
Match the window to your real buying cycle: short for impulse purchases, longer for considered B2B deals. Keep it consistent when comparing channels and over time, and remember it’s a reporting lens, not reality — the sale happened regardless of which window claimed it. Reconcile against actual revenue.
An attribution window is the period after an ad click or view during which a resulting conversion is credited to that ad — for example a 7-day click, 1-day view window. It's a core setting in every ad platform's attribution.
Because it changes reported results — a longer window credits more conversions to a channel, a shorter one fewer. Comparing channels on different windows misleads, and privacy-driven window changes can make reported ROAS drop even when real performance hasn't.
Match it to your real buying cycle: shorter for impulse purchases, longer for considered B2B deals. Keep it consistent when comparing channels and over time, and reconcile against actual revenue, since the window is a reporting lens, not reality.
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