Attribution · informational
Attribution Windows Explained
An attribution window is the period after an interaction during which a later conversion may receive credit.
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The core idea
Short windows emphasize near-term response; longer windows capture slower journeys but increase the chance that other influences occurred between click and conversion.
What matters in practice
Choose windows based on the real buying cycle and keep them consistent when comparing campaigns.
Decision rule
When two platforms use different windows, their conversion totals can disagree even when both systems are functioning as designed.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.