What is an attribution window?
An attribution window is the number of days after someone clicks or views an ad during which a resulting conversion can be credited to that ad. Conversions that happen after the window closes aren't counted for it.
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How attribution windows work
Say your click window is 30 days. If someone clicks an ad and buys 20 days later, that ad gets credit. If they buy on day 40, it doesn't.
Many platforms let you set separate windows for clicks and for views. View windows are usually shorter, because seeing an ad is a weaker signal than clicking it.
Choosing the right window
Match the window to how long customers take to decide. A low-cost product bought on impulse needs a short window, while a high-consideration purchase may need a longer one.
A window that's too short misses real influence, and one that's too long credits ads for sales they didn't affect. When you compare platforms or periods, keep windows consistent.
Common questions
What is a lookback window?
A lookback window is another name for an attribution window. It describes how far back from a conversion a platform looks for ad interactions to credit.
What is the difference between a click window and a view window?
A click window counts conversions after someone clicked an ad. A view window counts conversions after someone saw an ad without clicking. Platforms often let you set each one separately.
Does changing the attribution window change my results?
It changes how many conversions are reported, but not how many actually happened. A longer window usually reports more conversions to the ad platform.
How long should an attribution window be?
Use your typical time from first touch to purchase as a guide. Check how long your customers really take, and avoid choosing a window only because it makes results look better.
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