Attribution Window is the time period during which conversions can be credited to a marketing interaction.
Example of Attribution Window
A purchase is credited to an earlier ad interaction only if the applicable measurement rules and attribution window include it. Keep window settings consistent when comparing reports, or explain why a setting changed.
Why Attribution Window matters
It matters because most visitors do not convert on the first visit. Retargeting terminology helps teams create thoughtful follow-up sequences, avoid wasted impressions, and respect audience exclusions and privacy expectations.
Related terms
- View-Through Conversion
- Recency Window
- Click-Through Conversion
- Membership Duration
- Assisted Conversion
- Frequency Cap
Frequently Asked Question
What does Attribution Window mean?
Attribution Window means the time period during which conversions can be credited to a marketing interaction.