The period after an ad exposure during which a conversion can be credited to it. Windows are set separately for clicks and views; Meta's default is 7-day click and 1-day view, Google Ads defaults to 30-day click, and each platform's defaults changed after 2021. Two platforms reporting on the same conversions with different windows will together claim more conversions than occurred.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Attribution Window." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/attribution-window/