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Glossary · Measurement

What is Attribution window?

Definition

An attribution window is the period after seeing or clicking an ad during which a conversion is still credited to that ad. Meta commonly defaults to a 7-day click and 1-day view window. Because each platform applies its own window to its own data, the same order can be claimed by more than one channel.

What to know

Longer windows report more conversions, not better performance. Comparing two campaigns on different windows, or comparing platform totals against your store, will always produce a discrepancy.

View-through attribution is the most generous setting: it credits an ad that was displayed but never clicked. It is worth knowing whether your reported ROAS includes it.

Related terms

Blended ROASBlended ROAS is total revenue from all sources divided by total advertising spend across all platforms. It is ...IncrementalityIncrementality is the share of conversions that genuinely happened because of advertising, rather than convers...ROASROAS (return on ad spend) is the revenue generated by advertising divided by the amount spent on it. A campaig...

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