Attribution Window
meta-specificAttribution Window
Definition
The time period after someone clicks or views your ad during which Meta will count conversions as attributed to that ad.
How to Calculate Attribution Window
N/A - Measurement Setting
Example
Scenario: 7-day click, 1-day view attribution window
Calculation: Conversion counted if it happens within 7 days of click OR 1 day of view
What's a Good Attribution Window?
7-day click, 1-day view is standard for most ecommerce campaigns
Common Mistakes
- Using attribution windows that are too long and over-attributing
- Not understanding the difference between platform and actual attribution
💡 Expert Tip
Shorter attribution windows give more conservative (accurate) reporting but may under-attribute true ad impact. Find the balance for your business.
— Based on $100M+ in managed ad spend
Related Terms
By Kristijan Arapov • Based on $100M+ in managed ad spend • Updated 2026