What is an attribution window?
An attribution window is the time period in which a platform can claim credit after an ad interaction.
Direct answer
If a platform uses a 7-day click attribution window, a purchase within 7 days after the click can be counted by that platform.
Why this matters
Different attribution windows can make the same campaign look stronger or weaker across Meta, Google, GA4, and Shopify.
What to check
Use this term as an operating checkpoint, not just a glossary definition.
- Record click and view-through settings before comparing channels.
- Keep decision reports consistent week to week.
- Use platform data for optimization, but use finance data for profit truth.
Common mistake
Changing attribution windows mid-test can create fake performance changes.
FAQ
Which attribution window should I use?
Use the window that matches your buying cycle, then keep it stable for comparisons.
Is view-through attribution reliable?
It can be useful for awareness-heavy channels, but it should not be treated the same as click-based intent.
Why does GA4 undercount compared with ad platforms?
GA4 uses different event collection, consent, session, and attribution logic, so it will not match platform-reported revenue exactly.