Meta Ads
LinkedIn
Shopify
Mailchimp
Definition
A click-through window is the number of days after an ad click during which a later purchase is credited to that ad. It is one part of an attribution window, and the view-through window is the other part.
Credited when the days from click to purchase are 0 up to the window lengthExample with made-up numbers: Window of 7 days. A shopper clicks an ad on day 1 and buys on day 6, so the order is credited to that ad. The same shopper buying on day 9 is outside this window and is not credited, even though the click started the same story.
How to use it
Each platform sets its own default, and the setting may be fixed or adjustable. A longer window credits more orders to the ad, including orders where the buyer came back later through another channel. A shorter window is stricter, but it can miss real sales in products that take time to decide.
Write the window next to every platform number, and compare platforms only when their windows match. A change in the window changes the result without changing the ads, so a sudden jump after a settings change is a reporting change, not a performance change.
