Definition
Attribution window is the time period after an ad interaction during which conversions are credited to that ad.
Example
A 7-day click window credits conversions that happen within 7 days after a click. A 1-day view window credits conversions within 24 hours after an impression.
How to use it
- Keep attribution windows consistent when comparing ROAS/CPA over time.
- Choose windows that match your purchase cycle; short windows can under-credit longer-cycle products.
Common mistakes
- Comparing ROAS across platforms with different default windows.
- Shortening windows and concluding performance dropped when it is just timing.
Measured as
Measure Attribution Window with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Comparing ROAS across platforms with different default windows.
- Shortening windows and concluding performance dropped when it is just timing.
Operator takeaway
- Keep attribution windows consistent when comparing ROAS/CPA over time.
- Choose windows that match your purchase cycle; short windows can under-credit longer-cycle products.
- Use Attribution Window only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads funnel: CPM, CTR, CVR -> CPC, CPA, ROAS (with profit) if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Attribution Window before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Paid ads funnel: CPM, CTR, CVR -> CPC, CPA, ROAS (with profit): A practical guide to the paid ads funnel: how CPM, CTR, and CVR drive CPC, CPA, ROAS, and profit - with formulas and common pitfalls.
- Incrementality: how to tell if ads are actually driving growth: Platform-reported ROAS can overstate impact. Learn what incrementality means, when it matters, and practical ways to test it.
- MER (blended ROAS): how to use it without fooling yourself: A practical guide to MER: what it is, how it differs from ROAS, how to compute break-even/target MER, and common pitfalls.
- Paid ads measurement hub: ROAS, MER, marginal ROAS, and incrementality: A practical hub for paid ads measurement: connect ROAS to profit, use MER for top-down truth, watch marginal ROAS for scale, and validate incrementality with holdouts.
- Attribution vs incrementality: what to trust, when, and how to test: A practical guide to attribution vs incrementality: common attribution models, window pitfalls, how MER/marginal ROAS fit in, and how to run holdout/geo tests.