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An attribution window (or conversion window) is the fixed period of time after a user clicks or views an ad during which a resulting conversion is credited to that ad. If the conversion happens inside the window, the platform attributes it to the ad; if it happens after the window closes, it does not count.

How it works#

Windows are usually expressed as two numbers: a click-through window and a view-through window. A common default is something like a 7-day click and 1-day view window, meaning a purchase counts if it occurs within 7 days of a click or within 1 day of an ad impression the user merely saw. Different platforms set different defaults, and many let advertisers configure the length.

Why it matters#

The window directly shapes reported performance. A longer window captures more delayed conversions and makes a campaign look more efficient; a shorter window is stricter and credits only fast-acting responses. Because click-based and View-Through Attribution windows can overlap, the same sale may be claimed by more than one channel, inflating totals if you sum platforms naively. When comparing networks or your own conversion tracking against a platform's numbers, always check that the windows match, otherwise you are comparing different definitions of success.

Related terms: View-Through Attribution (VTA), Conversion Tracking, and Conversion.