Attribution Window
An attribution window is how long an ad interaction gets credit, the quiet reason platform numbers disagree.
What an attribution window is
An attribution window is how long a click or view gets credit: the timeframe after an ad interaction during which a conversion counts toward that ad, days for clicks, typically far less for views, set per platform and adjustable per account.
Why attribution windows matter
They’re the quiet reason numbers disagree: the same day’s sales, credited under different windows, produce different ROAS from the same reality, and platform defaults are chosen by parties with opinions. View-through credit especially inflates, counting purchases from people who merely scrolled past, which is how retargeting learns to claim everything. Reading any platform metric starts with asking which window wrote it.
Working with windows deliberately
- Know each platform’s default and what your account overrides
- Shorten to match reality: impulse categories close fast; long windows import coincidence
- Treat view-through skeptically: a seen ad is not a caused sale
- Compare like with like: cross-channel numbers aligned to one window before any verdict
Frequently asked questions
Which attribution window is correct?
The one matching your purchase cycle, applied consistently: quick-decision products justify short click windows, considered purchases longer ones, and the choice matters less than holding it steady while comparing. Incrementality tests calibrate what any window merely asserts.
Why did results drop when the window shortened?
Nothing changed but the bookkeeping: conversions that used to be credited now fall outside the frame, and reported ROAS steps down while real sales hold. Window changes require restating history, or every trend chart lies at the seam.