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.
Ad tech glossary
Attribution Window
Technical definition
The time period during which consumer actions are credited back to marketing exposure when analyzing campaign effectiveness.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter to your inbox. Free.
Where this shows up
Could Bill Gates daughter face prison time for cookie stuffing?
Phoebe Gates, daughter of Bill and Melinda Gates, is in the press lately for an alleged "Cookie stuffing" operation. If charged and convicted, penalties could include actual jail time. Do you know how it works?
But the ads served, right?
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.