Level: Intermediate
An attribution window defines how long after an ad interaction a resulting conversion still gets credited to that ad, and the window you choose can dramatically change your reported results.
Shorter Windows Undercount Longer Sales Cycles
A 1-day attribution window will miss a genuine conversion that happens five days after the ad interaction, understating the campaign's real impact.
Longer Windows Risk Overcrediting
An overly long window can attribute a conversion to an ad interaction that had little real influence on a decision made much later for unrelated reasons.
Match Your Window to Your Actual Sales Cycle
A high-consideration purchase with a naturally longer research period needs a longer attribution window than an impulse buy to be measured fairly.
Next step: Use the Sales Letter Writer to make sure your ad copy is compelling enough to actually influence a decision within whatever attribution window you're measuring against, especially for shorter windows that don't forgive a weak initial hook.