# Attribution Window

**Category:** general  
**Short Description:** The time period during which marketing touchpoints are credited for conversions.  
**Last Updated:** 2026-05-30T00:00:00Z

## Definition

An attribution window is the defined timeframe during which marketing interactions are considered valid for conversion credit. It determines how far back in the customer journey touchpoints will be analyzed and attributed to conversions.

## Examples

- Using a 1-day click window for impulse purchases with fast decisions
- Setting 30-day windows for considered purchases like furniture
- Implementing 1-day view windows for brand awareness campaigns

## Best Practices

- Match window length to typical purchase consideration time
- Consider different windows for different conversion types
- Account for platform-specific attribution limitations
- Balance accuracy with data freshness

## FAQs

### What is an attribution window?

An attribution window (or conversion window) is the period after a user interacts with an ad during which a resulting conversion is credited to that ad. For example, a 7-day click window credits the ad for any conversion within 7 days of a click. It defines how long the platform 'remembers' an interaction when assigning conversion credit.

### What's the difference between click-through and view-through windows?

A click-through window credits conversions that happen after a user clicks the ad (e.g. 7-day click). A view-through window credits conversions after a user merely sees the ad without clicking (e.g. 1-day view). Click-through is a stronger signal of influence; view-through captures the assist of being seen but credits more loosely. Platforms often combine them (e.g. 7-day click, 1-day view).

### How does window length affect reported performance?

Longer windows credit more conversions to the ad, so they inflate reported conversions and ROAS relative to short windows — the same campaign 'looks' better on a 28-day click window than a 1-day. Including view-through credits even more. This means you can't compare results across different windows, and a window that's too long may credit conversions the ad didn't really drive.

### What attribution window should I use?

Match it to your typical purchase cycle and compare consistently. Short windows (1-day) suit impulse purchases and conservative measurement; longer windows (7- or 28-day click) suit considered purchases with longer decision times. Whatever you choose, keep it consistent across campaigns so results are comparable, and be aware that longer/view-through windows credit more loosely — validate against incrementality where stakes are high.

### Why do platform-reported conversions differ from my analytics?

Largely because of attribution windows and models. A platform may use a 7-day click + 1-day view window and credit itself for conversions your last-click analytics attributes elsewhere, so the same conversions get counted differently (or double-counted across platforms). Differing windows, view-through inclusion, and cross-device tracking all create gaps. Reconcile by aligning windows where possible and treating platform numbers as one input, not ground truth.

## Related Terms

### Component Terms

- **[Marketing Attribution](/resources/glossary/general/marketing-attribution)**: Attribution windows are a key component of marketing attribution models
- **[Customer Journey](/resources/glossary/general/customer-journey)**: Attribution windows define the measurable portion of the customer journey
- **[Conversion Tracking](/resources/glossary/general/conversion-tracking)**: Attribution windows determine which touchpoints get credit for conversions

## Featured in topic hubs

- [Attribution & Measurement](/resources/topics/attribution-measurement)