Attribution Window
MetricsDefinition
An attribution window (also called lookback window or conversion window) is the time period after an ad interaction during which a conversion is credited to that ad. If a user clicks your ad today and converts within the window, the conversion counts. If they convert after the window closes, it does not.
Default attribution windows vary by platform. Google Ads defaults to 30 days for clicks and 1 day for view-through (display/video). Meta Ads defaults to 7-day click and 1-day view. These defaults changed significantly after iOS 14 — Meta shortened its window from 28 days to 7 days for click attribution.
Window length affects reported performance. Longer windows capture more conversions, making campaigns appear more effective. Shorter windows capture only quick converters, making performance look worse. Neither is "right" — the correct window depends on your typical sales cycle. A €50 product may convert in hours; a €50,000 B2B contract takes months.
In Google Ads, set conversion windows in the Conversions settings (1–90 days for clicks, 1–30 days for views). In Meta Ads, adjust in the attribution settings of each campaign. Compare reported conversions across different window lengths to understand how your sales cycle distributes over time.
Attribution window settings directly affect how many conversions your campaigns report, which shapes budget decisions. A 7-day window on a product with a 30-day consideration phase under-counts conversions by 30–50%, making profitable campaigns appear unprofitable. Matching window to sales cycle is essential for accurate measurement.
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Frequently Asked Questions
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Match it to your typical sales cycle. E-commerce with impulse purchases: 7 days. Considered B2C purchases: 14–30 days. B2B with long sales cycles: 30–90 days. Check time-to-conversion reports to see when most conversions actually happen.
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After iOS 14, Apple limited Meta's ability to track users across apps and websites. Meta shortened its default window to 7-day click / 1-day view because its tracking data became less reliable over longer time periods.
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Yes. In Google Ads, check the "Days to conversion" report to see how conversions distribute over time. In Meta, you can toggle attribution settings in the reporting view to compare 1-day, 7-day, and 28-day click windows.
Losing conversions to the wrong attribution window?
We configure attribution windows that match your actual sales cycle for accurate performance reporting and better optimization.