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Attribution Window

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An attribution window is the time period during which a sale or other tracked action is credited to a specific ad click or ad view.

Ad platforms use two main types of attribution windows: a click-through window, which credits a conversion if it occurs within a set time after a user clicks an ad, and a view-through window, which credits a conversion if it occurs after a user simply saw the ad without clicking. Common lengths range from 1 to 30 days, and platforms often apply different default lengths to click-through and view-through events.

The length of the attribution window directly affects how many conversions a campaign appears to generate. A shorter window credits only fast purchase decisions, while a longer window captures sales that happen well after the initial ad interaction. Attribution windows are a core setting within conversion tracking and are one reason the same campaign can show different results across ad platforms with different default windows.

Example

A store runs a video ad for a kitchen gadget with a 7-day click-through and 1-day view-through window. A user sees the ad but does not click, then searches for the product directly and buys it the same day. Because the purchase falls within the 1-day view-through window, the platform credits the sale to the ad, even though the user never clicked it, illustrating a core mechanic of conversion tracking.

Key characteristics

Click-through window: Credits a conversion that occurs within a set time after a user clicks an ad.
View-through window: Credits a conversion that occurs after a user saw an ad without clicking it.
Platform-specific defaults: Ad platforms set their own default window lengths, which can differ even for the same conversion event.
Reporting impact: Extending or shortening an attribution window changes the number of conversions reported for the same campaign.

Related terms

Conversion tracking – the broader system attribution windows operate within.
Conversion funnel – the sequence of steps a conversion occurring inside an attribution window is drawn from.
Retargeting audience – an audience type often built from users who fall within a given attribution window.
Return on investment – a metric that depends partly on which attribution window is used to count conversions.

Frequently asked questions

What is the difference between a click-through and view-through window?

A click-through window credits a conversion only if the user clicked the ad first, while a view-through window credits a conversion if the user simply saw the ad and later converted without clicking.

Why do different ad platforms report different conversion numbers for the same campaign?

This often happens because each platform applies its own default attribution window, so a longer or shorter window on one platform can credit more or fewer conversions to the same ad.

Can the attribution window length be changed?

Yes, most ad platforms allow advertisers to adjust the click-through and view-through window lengths within a set range of available options.

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FAQ

What is an attribution window in advertising?

An attribution window is the set period of time during which a sale or other action is credited back to an ad click or view. Common window lengths range from 1 to 30 days depending on the ad platform and campaign type. A store running 3 or more campaigns at once may see different reported results simply because each uses a different window length. Understanding this setting helps a store compare campaign performance more accurately.

How long is a typical attribution window?

Attribution windows commonly range from 1 to 30 days, with 7 days being a frequent default for click based conversions on many platforms. View through windows are often shorter, commonly set at 1 day. Some platforms also offer a 28 day option for advertisers who expect a longer buying cycle. Testing 2 different window lengths on the same campaign can reveal how much reported results shift.

What is the difference between click through and view through attribution?

Click through attribution only credits a conversion if the user clicked the ad before converting, while view through attribution credits a conversion if the user simply saw the ad and converted later without clicking. Many platforms combine both types into a single reported conversion number by default. This combination can make a campaign appear to drive more sales than click data alone would suggest. Separating the two types in reporting gives a clearer picture of actual ad influence.

Why do conversion numbers change when the attribution window changes?

Extending an attribution window from 1 day to 7 days, for example, can increase reported conversions because it captures purchases that happen several days after the ad interaction. Shortening the window to 1 day usually lowers the reported conversion count since only fast purchases are included. A single campaign can show a 20 percent or greater difference in reported conversions depending on which window length is applied. This is why comparing campaigns requires using the same window setting across all of them.

Can a store set different attribution windows for different campaigns?

Yes, most ad platforms allow advertisers to set attribution window preferences at the account or campaign level. A store might use a 1 day window for flash sale campaigns and a 30 day window for higher priced products with longer consideration periods. Running 2 or more window settings side by side can help identify which better reflects actual buying behavior for a given product. Reviewing these settings every few months is a common practice as campaigns and products change.