Attribution Windows
Configure how far back Atribu looks when attributing conversions to touchpoints
Attribution windows define the maximum time between a marketing touchpoint (like an ad click) and a conversion (like a payment) for the touchpoint to receive credit.
Default windows
| Window | Default | Range | What it controls |
|---|---|---|---|
| Click window | 30 days | 1-365 days | How long after an ad click can a conversion be attributed |
| View-through window | 24 hours | 1-168 hours | How long after seeing an ad (without clicking) can a conversion be attributed |
| First-touch window | 90 days | 1-365 days | Maximum lookback period for the first-touch attribution model |
How windows work
When a customer converts (e.g., makes a payment), Atribu looks back in time for touchpoints:
- If the customer clicked an ad within the click window (default 30 days), the touchpoint gets credit
- If the customer saw an ad within the view-through window (default 24 hours) but didn't click, the impression may get credit
- For first-touch attribution, Atribu looks as far back as the first-touch window (default 90 days) to find the original discovery touchpoint
Example
Your click window is 30 days. A customer clicks your Facebook ad on March 1, browses your site, leaves, and comes back on March 25 to buy. The purchase IS attributed to the Facebook ad (25 days < 30-day window). If they buy on April 5, it's NOT attributed (35 days > 30-day window).
Configuring windows
Go to Settings > General (or Settings > Tracking)
Find the Attribution Windows section
Adjust the values for your business:
- Short sales cycle (e-commerce): 7-14 day click window
- Medium sales cycle (SaaS, services): 30 day click window (default)
- Long sales cycle (B2B, high-ticket): 60-90 day click window
Click Save. Changes apply to future attribution calculations.
Changing windows affects ROAS
Wider windows = more conversions attributed = higher apparent ROAS. Narrower windows = fewer attributions = more conservative ROAS. Choose based on your actual sales cycle, not the number you want to see.
Best practices
- Match your sales cycle: If most customers buy within 2 weeks, a 14-day window is more accurate than 90 days
- Be consistent: Changing windows frequently makes period-over-period comparisons unreliable
- Use view-through conservatively: A 24-hour view-through window means someone who saw (but didn't click) your ad yesterday gets credit if they buy today. This can inflate attribution.