Attribution Window
The time period during which a conversion can be credited to a marketing touchpoint.
Definition
Attribution windows define how long after a click or impression a conversion can be attributed to that interaction. A 7-day click window means a purchase within 7 days of clicking an ad credits that ad.
Different platforms default to different windows, and comparing metrics across platforms with different windows is misleading.
Why It Matters
Longer windows capture more conversions but may credit touchpoints that didn't actually influence decisions. Shorter windows are more conservative but miss legitimate delayed conversions.
Understanding windows is essential for accurate ROI measurement and platform comparison.
Examples in Practice
A B2B company with 60-day sales cycles uses 30-day click windows, missing half their ad-influenced conversions. Extending to 90 days reveals that LinkedIn ads actually generate 3x more conversions than previously measured.
An impulse-purchase e-commerce site shortens windows from 28 days to 7 days, finding their "high-performing" display ads mostly took credit for organic purchases that would have happened anyway.