Measurement
Attribution window
The period after a click or view during which a conversion is credited to the ad.
What it is
Platforms set defaults (for example a number of days after a click and after a view), and advertisers can change them.
Why it matters
For lead generation and e-commerceLong sales cycles need longer windows; short windows undercount ads for considered purchases.
In practice
Match the window to the time buyers actually take, and use the same windows when comparing platforms.
A common mistake
Comparing platforms that use different windows as if they measured the same thing.
All terms