Ad Attribution Windows Explained

An attribution window defines how long after an ad interaction a later conversion can still receive credit from that interaction.

On this pageClick-through windows View-through windows Why changing the window changes results Comparison discipline

Click-through windows

A click-through window credits conversions that occur within a defined number of days after an ad click. Shorter windows emphasize immediate response; longer windows can capture delayed purchases.

View-through windows

View-through attribution can credit a conversion after an ad impression even if no click occurred. This makes platform-reported totals difficult to compare with click-only trackers.

Why changing the window changes results

The underlying conversions may be identical while the number credited to a campaign changes. Document the window used in every important performance report.

Comparison discipline

When reconciling systems, align windows as closely as possible and distinguish click-through from view-through credit before investigating technical errors.

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