Glossary
Attribution Window
The defined period during which a conversion can be attributed to an advertising interaction.
Media BuyingPractitionerSource: Industry consensus
Definition
The defined period during which a conversion can be attributed to an advertising interaction.
Why it matters
A 1-day and a 30-day attribution window can produce dramatically different conversion counts for the same campaign.
Key consideration
Always confirm the attribution window before comparing performance across platforms — Meta, Google and a third-party MMP frequently default to different windows.
Practitioner notes
Add a note
This glossary gets stronger with every contribution — add what you know about Attribution Window in practice, or flag what needs fixing. Notes post immediately and are visible to everyone.
No notes yet.