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Attribution Windows

Parameter
Attribution

Definition

The specific period of time after a user interacts with an ad during which a subsequent conversion is credited to that ad.

Related Knowledge

Attribution Models

Main types of attribution windows

  • Click‑through window (Click window)
    1. Standard defaults: 7 days or 30 days
    2. How it works: The user clicks your ad and converts within the defined time window.
    3. Example:
      • You set a 7‑day click window.
      • A user clicks your Instagram ad on Monday but does not buy immediately.
      • They return on Friday (4 days later) and make a purchase.
      • Because the conversion happened within 7 days of the click, the Instagram ad gets credit for the sale.
  • View‑through window (View window)
    1. Standard default: 1 day (24 hours)
    2. How it works: The user views (is served) your ad but does not click, and later converts within the defined time window.
    3. Example:
      • You set a 1‑day view window.
      • A user sees your ad on Tuesday morning but does not click.
      • On Tuesday evening, they go directly to your website and purchase.
      • Because the purchase occurred within 24 hours of the view, the ad receives credit.

    • Matching attribution windows to your sales cycle

    You must match the window to your sales cycle (how long it typically takes a customer to decide).

  • Short sales cycles (impulse purchases, low‑ticket items):
    • Shorter windows (for example, 1‑day view, 7‑day click) usually make sense.
  • Longer sales cycles (B2B, high‑ticket offers):
    • Longer click windows (for example, 30‑day click) can better capture delayed decisions.

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