Window · Attribution
1d View. 7d Click.
What Window Settings Mean
The attribution window is the time frame in which a conversion can be credited to an ad. 1-day view means a buyer saw the ad and purchased within 24 hours. 7-day click means a buyer clicked and purchased within 7 days.
01
1d View
Conservative
02
7d Click
Standard
03
28d View
Liberal
Which Setting to Use When
- 1-day view, 7-day click: DTC with a short sales cycle
- 1-day view, 28-day click: B2B with a longer cycle
- 28-day view, 28-day click: brand-driven acquisition
- Custom window via CRM sync: long-cycle B2B
Example
Running 28-day view without a brand layer means over-counting conversions that would have happened organically. ROAS looks better than it is, and scaling does not actually work.
View-Through as an Indicator
View-through conversions are not a clear attribution signal. They indicate that the audience has been exposed to the content. Useful in cohort reporting, not in bid optimization. Treating view-through like click-through means optimizing on flawed data.
„Window settings are a reporting choice, not a configuration choice.”