Attribution window
Definition
An attribution window is the period after an ad interaction during which a resulting conversion is credited to that ad — commonly 1, 7 or 28 days for clicks and 1 day for views.
Window length changes reported performance dramatically without changing anything real. A 7-day-click window will report far better ROAS than a 1-day window on the identical campaign, which is why comparing performance across accounts with different settings is meaningless.
Longer windows suit considered purchases; shorter windows suit impulse categories. The important discipline is consistency — set the window once, document it, and resist the temptation to extend it in a month where the numbers need help.
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