Ad glossary
Attribution window
The period after someone clicks or views an ad during which a conversion can be credited to that ad.
An attribution window is the length of time after someone interacts with an ad during which a conversion can be credited to it. If a person clicks an ad on Monday and buys on Thursday, whether that sale counts depends on the window you use.
Click and view windows
On Meta, attribution windows are split by type of interaction:
- Click-through: the person clicked the ad and then converted within the window, for example 1 day or 7 days.
- View-through: the person saw the ad without clicking and converted within the window, typically 1 day.
- Engaged-view: used for video, where someone watched a meaningful part of the ad and converted shortly after.
At the time of writing, Meta's default for many conversion campaigns is 7-day click and 1-day view. Longer windows such as 28-day click were removed after Apple's App Tracking Transparency changes. Meta adjusts the available windows from time to time, so check Ads Manager for the current options.
Why it matters
The window changes the numbers you see. The same campaign will usually report more conversions and a higher ROAS under 7-day click and 1-day view than under 1-day click only. Neither is the true figure; they are different lenses on the same activity.
In practice
- Compare campaigns using the same window.
- Use the comparison options in Ads Manager reporting to see how results change between windows.
- Remember that view-through conversions can include people who would have bought anyway, which is where incrementality testing helps.
- Cross-check against store data and MER.
Last reviewed Oct 27, 2026