Attribution window: What it is & how it impacts conversions

How do you know which touchpoints are driving conversions? The attribution window plays a critical role in answering that question. By defining the time frame for tracking desired actions and crediting touchpoints, the attribution window directly impacts how you measure and optimize your marketing campaigns. Understanding this concept can help you make smarter decisions and improve the overall performance of your campaigns.

What is an attribution window?

An attribution window is the set period during which a website can claim a click or impression led to a conversion. Attribution windows are often customizable, so marketers can decide how long to track user actions after an interaction.

For example, say you've decided on a seven-day attribution window for a Facebook ad. If a user clicks on the ad and buys a product within three days, the conversion can be attributed to it. But if they purchase one month later, it won't be credited to the ad.

Different types of attribution windows include:

• Click-through attribution: A user clicks on your ad and converts.
• View-through attribution: A user sees your ad and doesn't click on it but still converts within the attribution window.
• Engaged view attribution: A user watches a video ad for at least 10 seconds and converts within the attribution window.

» Use multi-touch attribution to track every step of the user journey.

Why are attribution windows important?

Attribution windows are essential for accurately measuring which touchpoints drive conversions. Since users often need to be exposed to your brand multiple times before converting, an attribution window can help you understand when a conversion occurs.

It also accounts for the gap between a user seeing an ad and taking action, so you can assign credit even if a user doesn't convert immediately after interacting with a touchpoint. This provides a clearer picture of how your marketing efforts influence users' purchase decisions over time.

How long should an attribution window be?

Generally, the length of your attribution window depends on your campaign goals, the channel you're using, and the time users typically take to make purchase decisions in your industry.

For example, industries that usually have shorter sales cycles may benefit more from a short seven-day attribution window, while those with longer sales cycles—like B2B SaaS—may benefit from one longer than 30 days. A campaign for a flash sale using display ads would need a short attribution window since people will either buy right away or not at all. For brands measuring the long-term impact of a big ad placement or partnership, a 30-day window might deliver better insights.

The platforms you use also influence the length of your attribution window. For example, Meta Ads Manager supports the following windows under the attribution setting:

• Click-through: Tracks conversions within one or seven days of a click.
• View-through: Tracks conversions within one day of viewing an ad.
• Engaged-view: Tracks conversions within one day of engaging with a video ad.

Google Ads allows for more flexibility with customizable attribution windows for each action, ranging from one to 90 days.

» Find out if you should be using SEO or SEM.

Ultimately, the best way to determine the length of an attribution window is through experimentation. So, test different time periods and analyze the impact on your conversion metrics to identify the most effective approach for your business.

Don't miss a conversion

Understanding the attribution window is essential for accurately measuring and optimizing for conversions. By selecting the right attribution window, you can better track how different touchpoints contribute to your bottom line and make data-driven improvements. Make every conversion count by ensuring you're capturing every stage of the user journey.

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