Attribution Window
Attribution window explained — the timeframe for crediting conversions to an ad. Shorter windows are the 2026 privacy-era norm.
The period after an ad interaction during which a resulting conversion is credited to that ad — for example, 7-day click or 1-day view.
Benchmark range
Meta's default is 7-day click. Longer windows capture more assisted conversions; shorter windows are more conservative and privacy-compliant.
Why it matters
The window you choose directly changes reported performance — a longer window credits more conversions to ads. Always compare campaigns on the same window.
2026 update
Privacy changes and Meta's March 2026 attribution recount continue to compress and reshape windows, so 2026 reported conversions aren't directly comparable to older periods. For long B2B journeys (~272 days per Dreamdata), short ad-platform windows miss most of the path — supplement with longer-horizon and blended measurement.
Where it applies
- All Platforms