Paid Media
Attribution Window
Also: Conversion Window
The period after an ad interaction during which a later conversion is credited to that ad, a setting that quietly shapes how channels appear to perform.
Why it matters
B2B journeys are long, so a short attribution window can make channels that plant early-stage demand look worthless, while a long one can over-credit them. The window you choose changes the story the data tells.
What good looks like
A sensible window reflects your actual sales cycle; matching it to how long buyers really take to convert avoids both under- and over-crediting channels.
Related terms
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