Jan 6, 2026
Attribution Window
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The time period after someone sees or clicks an ad during which a conversion can be credited to that ad. Shorter windows mean stricter attribution.
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Formula:
Days between touchpoint and credit
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Benchmarks
Meta default: 7-day click, 1-day view (down from 28-day pre-iOS 14). Google: 30-90 days configurable. LinkedIn: 30-day click.
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Why It Matters
Longer windows capture more conversions but risk over-attribution. Shorter windows are conservative but may miss delayed purchases. Match window to your sales cycle. iOS 14 shrank Meta's window by 75%, reducing reported conversions.
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