Attribution Window

The period of time after someone sees or clicks an ad during which a resulting sale is credited to that ad. Common windows are a 1-day view and a 7-day click.

Different windows make the same campaign look more or less successful. Understanding your window stops you from over-crediting or under-crediting channels and helps you spend your budget wisely.

A founder runs a Meta ad with a 7-day click window. A customer clicks on Monday but buys on Friday, so the platform still credits that sale to the ad even though five days passed.