What is an Ad Attribution Window?

An ad attribution window, also known as a conversion window or lookback window, is a specified time period during which interactions or touchpoints with an advertisement are credited for influencing a desired outcome, such as a conversion or sale. It represents the duration within which a user’s actions are considered in the attribution model. The choice of the attribution window is crucial in determining how credit is assigned to various marketing channels and touchpoints in the customer journey. 

For example, an advertiser sets an attribution window of 2 weeks. If a user clicks on an ad within 2 weeks, the ad publisher will get the credit.

Approach to Ad Attribution Window

Define Business Objectives

Understand the business objectives and goals that the ad attribution analysis aims to support. Different objectives may require different attribution windows.

Consider Customer Journey Length

Evaluate the typical length of the customer journey in the industry and for the specific product or service. Choose an attribution window that aligns with this journey length.

Industry Benchmarks

Consider industry benchmarks and best practices when determining the appropriate attribution window. Industries with shorter sales cycles may have different norms than those with longer cycles.

Test and Iterate

Test different attribution windows to understand their impact on results. Iterate based on the insights gained and refine the window duration to improve accuracy and relevance.

Align with Campaign Goals

Align the attribution window with the goals of specific campaigns. For short-term, time-sensitive campaigns, a shorter window may be more appropriate, while longer windows may be suitable for brand-building efforts.

Regular Review

Regularly review and reassess the chosen attribution window, especially if there are changes in customer behavior, market dynamics, or campaign strategies. Adjustments may be necessary to maintain relevance.