Attribution window

An attribution window is the period of time in which a media partner can claim a click or impression engagement they generated, and that has materialized into an install of an advertiser’s app.

Why are attribution windows important?

A key ingredient in any campaign, attribution windows set between advertisers and media partners define the framework in which a user’s install can be associated to the ad presented by the publisher, allowing non-immediate funnels to exist.

As ads viewed at a specific point in time are not expected to produce an install right away, attribution windows help properly assign users affected by a publisher’s advertising efforts as non-organic users.

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