Attribution

Attribution Window

The time period after an ad interaction (click or view) during which a conversion is credited to that ad. Meta defaults to 7-day click, 1-day view. Google Ads defaults vary by campaign type. Longer windows capture more conversions but also capture more that would have happened anyway. Shortening attribution windows is one of the simplest ways to reduce overclaiming and get closer to true incremental performance. Testing different windows and comparing results reveals how much of your reported performance depends on generous window settings.