Attribution window: the number, and what it hides
How long after seeing or clicking an ad a conversion still gets credited to it.
Why attribution window matters
It silently determines every performance number you look at. Widen the window and ROAS rises without a single thing changing in the account.
What this looks like with real numbers
Switch from 1-day-click to 7-day-click plus 1-day-view and reported ROAS typically rises with nothing changing in the account. If you change the window, restate the history on the same basis or the entire trend line becomes a lie.
What it does not tell you
Windows differ between platforms and between platform and analytics, which is why the same campaign reports different results in two places and neither is lying.
The mistake people actually make
Comparing this quarter to last quarter after a window change. You are comparing two different measuring instruments and calling it performance.
Questions, answered.
How do you calculate attribution window?
Stated as click-through and view-through periods, e.g. 7-day click, 1-day view. How long after seeing or clicking an ad a conversion still gets credited to it.
What goes wrong with attribution window?
Comparing this quarter to last quarter after a window change. You are comparing two different measuring instruments and calling it performance.
What does attribution window not tell me?
Windows differ between platforms and between platform and analytics, which is why the same campaign reports different results in two places and neither is lying.
Change the creative, not the dashboard
How long after seeing or clicking an ad a conversion still gets credited to it.