Core Concepts

Attribution Window

The time period after an ad interaction during which a conversion can be attributed to that ad.

An attribution window defines how long after clicking or viewing an ad a conversion can be credited to that ad. For example, Facebook's default attribution window is 7 days after click and 1 day after view, while Google Ads uses a 30-day click window. Different attribution windows can dramatically change reported performance. A longer window will capture more conversions and show higher ROAS, while a shorter window will be more conservative. This is why Meta and Shopify often show different conversion numbers—they're using different attribution windows. The "right" attribution window depends on your business. Products with longer consideration periods (like furniture or B2B software) need longer windows, while impulse purchases (like fashion or food delivery) can use shorter windows. Many brands are moving toward 7-day click windows to balance accuracy with attribution inflation.

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Related Terms

External Resources

Facebook Attribution Settings

Frequently Asked Questions

What is an attribution window?

An attribution window is the time period after an ad interaction during which a conversion can be attributed to that ad. For example, Facebook's default is 7 days after click and 1 day after view, while Google Ads uses a 30-day click window.

Why do Meta and Shopify show different conversion numbers?

Meta and Shopify show different conversion numbers because they use different attribution windows. Meta typically uses a 7-day click / 1-day view window, while Shopify uses last-click attribution with a 30-day window. Longer windows capture more conversions and show higher ROAS.

What is the right attribution window for my business?

The right attribution window depends on your sales cycle. Products with longer consideration periods (furniture, B2B software) need longer windows like 30-90 days. Impulse purchases (fashion, food delivery) can use shorter windows like 7 days. Many brands use 7-day click windows to balance accuracy with attribution inflation.

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