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Attribution window

An attribution window is the time after a click or view during which a platform gives that ad credit for a purchase.

Stock photos and example labels, not customers.

Definition

An attribution window is the time after a click or view during which a platform gives that ad credit for a purchase.

How to use it

A longer window credits more orders to ads, and different platforms use different defaults, which is one reason their reports disagree with each other and with the store.

When comparing periods or tools, hold the window constant and write it next to the number.

Related terms

Platform ROAS CPA UTM parameters

Go deeper

MER vs ROAS: which number an agency should report

Platform ROAS tells you how an ad platform scores itself. MER tells you how the business did. A client review needs both, clearly labelled.

Built for shop owners, creators and agencies. Stock photos, not customers.

Run the next client review from one screen.

We open one agency at a time, with your own accounts connected read-only first.

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