Attribution Windows define how long after an interaction a conversion can be credited to that touchpoint. Choose too short a window and you miss delayed conversions. Choose too long and you credit interactions that had little real influence.
What is an Attribution Window?
An attribution window is a time limit for connecting conversions to marketing touchpoints. If a user clicks your ad today and buys next week, should that ad get credit? The attribution window determines the answer.
Common window lengths:
- 1-day click: Conversion must happen within 24 hours of click
- 7-day click: Standard for many platforms
- 28-day click: Longer consideration periods
- 1-day view: View-through attribution (saw ad but didn't click)
- 7-day view: Extended view-through window
Why Attribution Windows Matter
Different products have different buying cycles. Impulse purchases happen quickly. Expensive items take weeks of research.
Short windows work for:
- Low-cost items
- Impulse purchases
- Consumables and repeat buys
- Simple decisions
Long windows work for:
- High-ticket items
- B2B purchases
- Complex products requiring research
- Considered purchases
Platform Defaults
Each advertising platform has different default attribution windows:
Meta (Facebook/Instagram):
- Default: 7-day click, 1-day view
- iOS 14.5+ limited to 7-day click only for many users
Google Ads:
- Default: 30-day click
- Adjustable per conversion action
TikTok:
- Default: 7-day click, 1-day view
- Can extend to 28-day click
Common Mistakes
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Comparing platforms with different windows: Meta's 7-day window vs Google's 30-day makes direct comparison misleading.
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Using the same window for all products: A $20 t-shirt and a $2,000 laptop have very different consideration periods.
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Ignoring view-through attribution: Some users see ads, don't click, but search and buy later. View-through captures some of this.
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Not matching business reality: If your sales cycle is 60 days, a 7-day window misses most conversions.
How to Choose the Right Window
Analyze your data:
- How long between first touch and purchase?
- What's your typical consideration period?
- How do conversions distribute over time after clicks?
Test different windows:
- Run the same campaign with different attribution settings
- Compare reported performance
- Find the window that best reflects actual customer behavior
