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# Attribution Window
- URL: https://www.adlingo.org/glossary/attribution-window/
- Published: 2025-01-15T11:55:00.000Z
- Updated: 2025-01-15T11:55:00.000Z
- Description: The time period during which consumer actions are credited back to marketing exposure when analyzing campaign effectiveness.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

The window you open to take credit for a conversion. Set it too short and you miss buyers who consider before they act. Set it too long and you are claiming that an impression from three months ago caused today's purchase. The right window depends on your category and purchase cycle. Most advertisers inherit their window from the platform default without questioning it.