What is an attribution window?

What is an attribution window?

• A. Timeframe to pause campaigns
• B. Time period allowed for crediting conversions to touchpoints
• C. Window for scheduling media approvals
• D. Window to report results to stakeholders

Answer: (B)

An attribution window is the time period used to assign credit for a conversion to the touchpoints that occurred within that period. In attribution models, when a conversion happens, the system looks back over a defined window to determine which interactions contributed to that conversion. If a touchpoint lies inside the attribution window, it can receive credit according to the chosen model; touches outside the window aren’t credited for that conversion. The length of the window influences how credit is distributed across channels—short windows highlight recent interactions, while longer windows allow earlier touches to contribute. This concept is about credit assignment, not operational tasks like pausing campaigns, scheduling approvals, or reporting results. For example, with a 30-day attribution window, any click or impression within the 30 days before the conversion can be credited.