Attribution Window
Also known as: Conversion Window, Attribution Setting
An attribution window is the time period after a click or view during which a resulting conversion is credited to the ad.
What it actually means
The attribution window defines how long after seeing or clicking an ad a conversion still counts toward that ad. Meta's common default is 7-day click and 1-day view, meaning a purchase within seven days of clicking — or one day of merely viewing — gets credited. Wider windows capture more conversions, including slow-considered purchases, but risk over-crediting ads for sales that would have happened anyway. Narrower windows are stricter and more conservative. The window you choose changes the numbers in your dashboard without changing reality, so it is essential to compare campaigns on the same window and to understand which one your reported ROAS is using.
Services with long decision cycles — like home remodeling — need a wider attribution window, or the dashboard will undercount leads that took two weeks to call.
Related terms
Attribution is the process of crediting conversions to the ads, clicks, or impressions that led to them, determining which marketing earned the result.
A view-through conversion is credited when someone sees your ad without clicking it, then converts within the view attribution window.
A click-through conversion is credited when someone clicks your ad and then completes a conversion within the click attribution window.
ROAS is the revenue generated for every dollar of ad spend, calculated as conversion revenue divided by ad spend.
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