🔥 Tier 1 - Must KnowID: attributionWindowConcept
Attribution Window
The time window in which touchpoints receive credit (7d click / 1d view)
In Simple Words (Zero Jargon):
The time window in which touchpoints receive credit (7d click / 1d view)
Why It Is Critical
The attribution window defines how long after a click or view a conversion is credited to an ad. Platforms with longer windows (e.g. LinkedIn 28-day click vs Meta 7-day click) automatically report higher conversions simply because the collection net is larger.
Calculation Example & Benchmark Matrix
| Platform | Default Attribution Window |
|---|---|
| Meta Ads | 7-day click + 1-day view (default) |
| Google Ads | 30-day click (default for search/shopping; up to 90 days) |
| GA4 / Google Analytics | Default is last-click across lookback window determined by model selected |
| LinkedIn Ads | 28-day click + 7-day view (notably longer, inflates reported conversions) |
| TikTok Ads | 7-day click + 1-day view (similar to Meta) |
'Attribution windows are where platforms quietly inflate their performance numbers. A 28-day click window will always show more conversions than a 7-day window - not because more people converted, but because the net is bigger. Always know the window before reading the number.'
What You Get: Accurate interpretation of platform-reported conversions - and the ability to compare platforms fairly by normalising attribution windows.