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What Is an Attribution Window
ongage.com
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“An attribution or look-back window is the period during which a factor tracked by a conversion or customer journey analytics model may be credited for a conversion.” Advertising platforms use attribution windows to determine when an action or event on their platform should be linked to a conversion event.
When a reporting or attribution model uses an attribution window, factors such as interactions by a customer on a particular channel or platform or a specific touchpoint that occur outside the designated period won’t be acknowledged as responsible for or contributing to a conversion. “However, not every advertising platform or analytics tool applies the same definition to these terms.” For example, in the past, Meta (formerly Facebook) used “conversion windows” for tracking ad credit. However, the brand has since replaced this feature with “attribution setting.” Meta now uses the phrase “attribution setting” to refer to the “finite period of time during which conversions can be credited to your ad and used to inform campaign optimization.”
Independent analytics tools also use attribution windows to identify the period in which a causal connection will be made between customer interactions or exposures and a conversion event. “When a reporting or attribution model uses an attribution window, factors such as interactions by a customer on a particular channel or platform or a specific touchpoint that occur outside the designated period won’t be acknowledged as responsible for or contributing to a conversion.” The terms “lookback window” and “conversion window” are sometimes used interchangeably with the term attribution window. However, not every advertising platform or analytics tool applies the same definition to these terms.