Attribution window

An attribution window limits which earlier interactions may be considered when crediting a conversion. For an advertising conversion window, a conversion is recorded only if it occurs within the configured period after an interaction such as a click or video view.[1] Specify both the interaction type and the time boundary: click and view windows are not automatically interchangeable.

For a considered purchase, a short window may leave later orders outside a channel's reporting. A longer window does not establish stronger causality, however. Keep windows consistent when comparing campaigns and distinguish when a purchase happens from when it becomes available in reporting. The latter concerns processing delay rather than the attribution rule.