Attribution Window
Attribution window explained — the timeframe for crediting conversions to an ad. Shorter windows are the 2026 privacy-era norm.
Updated July 2026.
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 setting is 7-day click / 1-day engage-through / 1-day view (as of March 3, 2026). 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
On March 3, 2026, Meta tightened click-through attribution to require an actual link click and added a 1-day engage-through bucket (5-second video views); in January 2026 it removed 7- and 28-day view windows from the Insights API. Reported 2026 conversions are therefore not 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