Glossary · conversions
What is Attribution window?
An attribution window is the period after someone clicks or views an ad during which a conversion can be credited to that ad. Meta's default is seven days after a click and one day after a view: if someone clicks your ad on Monday and buys on Friday, the ad gets the credit; if they only saw it, the purchase must happen within a day. Google Ads uses its own windows, often thirty days for clicks. Because each platform counts with its own window and its own rules, two platforms can both claim the same sale, and adding their reports together overstates what ads produced. Choosing the window also changes what an automated campaign optimises for.
What does Attribution window mean for a business in Pakistan?
Big-ticket purchases in Pakistan — furniture, a school admission, a plot file, a wedding package — are often discussed with family for weeks before anyone pays. A seven-day click window will miss many of these, which is why such businesses should also ask every enquiry where they heard about them and record the answer.
A worked example
Say a sofa showroom on Murree Road sees a customer click an Instagram ad on the 1st, visit the showroom on the 6th and pay on the 12th. Meta's seven-day click window does not credit that sale to the ad, even though the ad started it. The showroom's own enquiry log, noting 'saw on Instagram', fills the gap.
Terms that go with this one
These come up in the same conversations and are worth reading together.
- AttributionattributionAttribution is the set of rules that decides which ad gets the credit when a sale happens. Every platform applies its own rules and every platform…
- ConversionconversionA conversion is one completed action that you have decided counts as a result. Nothing about it is automatic — you pick the action, and the platform…
- Conversions APICAPIThe Conversions API, usually called CAPI, sends conversion events to Meta straight from your server or a connected platform, rather than relying only…
- View-through conversionview through conversionA view-through conversion is a conversion credited to an ad that the person saw but did not click. If someone watches part of your YouTube ad, does…
- PixelpixelA pixel is a small piece of tracking code placed on your website that reports back to the ad platform what visitors did there. Meta now bundles it…
Attribution window — quick answers
What does Attribution window mean?
An attribution window is the period after someone clicks or views an ad during which a conversion can be credited to that ad. Meta's default is seven days after a click and one day after a view: if someone clicks your ad on Monday and buys on Friday, the ad gets the credit; if they only saw it, the purchase must happen within a day.
Attribution window ko Urdu mein kya kehte hain?
ایٹری بیوشن ونڈو — though in practice almost everyone in Pakistan says "attribution window". Big-ticket purchases in Pakistan — furniture, a school admission, a plot file, a wedding package — are often discussed with family for weeks before anyone pays.
Why does Attribution window matter for a business in Pakistan?
Big-ticket purchases in Pakistan — furniture, a school admission, a plot file, a wedding package — are often discussed with family for weeks before anyone pays. A seven-day click window will miss many of these, which is why such businesses should also ask every enquiry where they heard about them and record the answer.
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