Measurement
Attribution Window
The period after an impression or click during which a resulting conversion is credited to the ad.
What it means in practice
Separate windows may apply to view-through and click-through conversions, reflecting different evidence of ad interaction. Longer windows capture delayed purchases and also increase the chance that multiple campaigns claim influence.
Why it matters
Attribution window settings directly affect reported conversions, acquisition costs, and return on ad spend.
How it is used
Campaign analysts standardize attribution windows before comparing creator platforms, ad accounts, or reporting periods.
Also called
conversion window, lookback window
Related terms
- Multi-Touch AttributionA model distributing conversion credit across the several touchpoints a customer encountered before converting.
- Customer Acquisition CostTotal sales and marketing spend divided by the number of new customers gained in the same period.
- Cost Per MilleThe amount an advertiser pays for one thousand impressions of an ad.