Attribution Window
The time frame for crediting a conversion
In short
An attribution window defines how many days after a click or view a conversion is still credited to an ad, for example 7 days after the click.
Also known as: conversion window, lookback window
An attribution window is the time frame after a click or view during which a conversion is still credited to that ad. If the conversion happens outside the window, it doesn’t count for the ad.
Click and view windows
Ad platforms usually distinguish two windows:
- Click window: The period after a click on the ad, for example 7 or 28 days.
- View window: The period after the ad was only seen, without a click, for example 1 day. Conversions in this window are called view-through conversions.
Meta uses 7 days after click and 1 day after view by default. In Google Ads, you set the conversion window per conversion action; the default is 30 days.
Example
A real estate campaign on Meta brings in 40 leads a month according to the ad account – with a 7-day click window. Looking at the journeys shows that a quarter of prospects only sign up between day 8 and day 25 after the click. These roughly 13 extra leads don’t show up in Meta, even though the campaign triggered them.
With a $3,000 budget, that makes a big difference:
Cost per lead (7 days) = $3,000 ÷ 40 leads = $75
Cost per lead (actual) = $3,000 ÷ 53 leads ≈ $57
Attribution windows in lead generation
For high-consideration offers, there are often weeks between click, lead and deal. A short window then systematically undervalues campaigns that work early in the customer journey. At the same time, every platform counts with its own window, so the sum of platform numbers rarely matches your CRM.
LeadMetrics matches leads to their session up to 90 days back – by session ID, email or phone number. The session itself lasts 90 days with consent and 1 day without. That way you also see leads that come in long after the first click. Learn more about lead tracking.
Common mistakes
- Changing the window mid-campaign: Numbers before and after are no longer comparable.
- Comparing platforms with different windows: A 28-day click window on one platform and 7 days on another distorts any comparison.
- Treating view conversions like click conversions: They are much weaker evidence that the ad actually worked.
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Frequently asked questions
Guides on this topic
Related terms
All termsAttribution · Assigning conversions to marketing channels
Attribution assigns leads, purchases and revenue to the channels, campaigns and ads that drove them – the basis for every budget decision you make.
View-Through Conversion · A conversion after seeing an ad without clicking
A view-through conversion is a conversion credited to an ad because the user saw it but didn’t click it, and converted within the view window.
Last-Click Attribution · The attribution model that credits the last contact
Last-click attribution gives 100% of the credit for a conversion to the last touchpoint before it – the click that led directly to the lead or purchase.
Customer Journey · The path from first contact to closed deal
The customer journey describes every step and touchpoint a prospect goes through, from the first contact with your brand to the purchase or signed deal.
First-Click Attribution · The attribution model that credits the first contact
First-click attribution gives 100% of the credit for a conversion to the first touchpoint – the channel through which a user found you for the first time.
Multi-Touch Attribution · Splitting a conversion across several touchpoints
Multi-touch attribution splits the value of a conversion across several touchpoints in the customer journey instead of crediting only the first or last contact.