Attribution Window
01 Definition
Attribution Window meaning: An attribution window is the time period in which a conversion can be credited to a touchpoint.
An attribution window, or lookback window, is the set span of time after a click or view during which a resulting conversion is credited to that touchpoint. If the conversion falls outside the window, it is not attributed. Meta and Google let you configure these windows.
Also called
Why it matters
How Attribution Window fits the work
The window length directly changes reported conversions, so agreeing on it keeps comparisons fair across platforms, campaigns, and time periods.
In context
With a 7-day click attribution window, a purchase made nine days after the ad click would not be credited to that ad.
Practical note
Different platforms use different default windows, such as seven-day click, so numbers will not match unless you align the windows before comparing.