An attribution window is the period after a marketing touch during which a resulting conversion is credited to that touch. For example, a 30-day window credits any conversion within 30 days of an ad click. The window length changes how much credit each channel appears to earn.

The attribution window is a setting that quietly decides which channels look successful. A longer window gives more credit to early touches; a shorter one favors the last click. Two reports on the same campaign can disagree entirely based on this one choice. When someone shows you channel performance, ask what window they used.

Example:

 A prospect clicks an ad, then buys 20 days later. A 30-day window credits the ad. A 7-day window credits nothing to it, and the sale looks organic.

What is a typical attribution window?

 Common windows range from 7 to 90 days. The right length depends on how long your sales cycle runs. Longer cycles need longer windows to capture real influence.

Why does the attribution window matter?

 It determines which marketing touches get credit for a sale, directly shaping which channels appear to perform and where budget flows.