What is Attribution Window?
The time period after a touchpoint during which a subsequent conversion will be credited to that touchpoint.
The detailed definition
Every attribution model needs a time bound — otherwise a Meta impression from 2019 could be credited for today's conversion. The attribution window defines that bound. Common defaults: Meta 7-day click + 1-day view, Google Ads 30-day click (or longer with data-driven attribution), TikTok 7-day click + 1-day view, Snap 7-day click. Longer windows credit more touchpoints (often inflating ROAS); shorter windows are more conservative. The trap is comparing ROAS across platforms with different windows — Meta's 7-day click and Google's 30-day click are different fruits in the same bowl. Pick one window for cross-platform comparison and apply it consistently.
Related terms
Frequently asked about Attribution Window
›What's the right attribution window?
Match the typical sales cycle. DTC ecommerce: 7-day click + 1-day view fits most. B2B SaaS with longer cycles: 30-day click. Considered purchases (furniture, appliances): 30–60-day click. The wrong attribution window over-credits or under-credits demand-gen channels relative to demand-capture.
›Why do platforms use different attribution windows?
Each platform's default window reflects what makes them look best in reporting. Meta defaults to 7-day click + 1-day view (aggressive); Google defaults to 30-day click (more aggressive for Search). For cross-platform comparison, manually normalize to one window. For platform-level optimization, the platform's default is usually fine.
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