Attribution window
An attribution window is the time period after an ad interaction during which a conversion can be credited to it — e.g., 7-day click / 1-day view on Meta, or 30-day click on Google.
Window choice changes reported numbers materially without changing reality: widen the window and yesterday’s campaigns look better; include view-through and impressions start claiming credit for conversions that may have needed no ad at all.
Two disciplines: compare channels only on comparable windows, and match the evaluation window to the purchase cycle — judging a 30-day-consideration product on 7-day data undercounts everything upstream.
Knowing what Attribution window means isn’t the edge.
Knowing what it’s doing to live accounts right now is. Operator notes from $200M+ in managed spend — sent when we find something worth your time.
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