← Glossary
Attribution Window
The attribution window is the period after an ad interaction during which a conversion will still be credited to that ad.
Why it matters
It decides which conversions appear in which reporting period, so changing it changes your history as well as your present.
What people get wrong
Comparing periods across a window change and reading the difference as performance. It is also why recent weeks always look worse than older ones - conversions are still arriving for them.