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An attribution window is the set period during which a media partner can claim credit for a click or impression that leads to an app install. It defines who gets recognized for driving the user action, making it a core part of accurate attribution.
Here’s how attribution windows actually function in practice. Let’s say you’ve set a 7-day click-through window. A user sees your ad on Monday, clicks it, and installs your app on Thursday. Because it happened within the set window, that install is credited to the media source.
Now, imagine that same user installs the app on day 8 instead. Without extending the window, that install gets counted as “organic”, even though your ad clearly influenced the decision. That’s how misattribution happens.
The bottom line? Attribution windows capture the lag between ad engagement and user action. They help ensure your data reflects reality, not just the last click.
Attribution windows connect what users do with the ads they’ve seen or clicked. They help you figure out what really led to an install or purchase.
When your attribution settings reflect actual user behavior, you stop guessing. You start seeing which ads are working, where your money’s going, and how to improve. When they’re off? Your data tells the wrong story, and your growth strategy suffers.
Too short a window, and real conversions go unattributed. You miss installs and undervalue the channels that actually work.
Too long, and you start over-crediting outdated touchpoints. Your reporting gets noisy. Budgets get misallocated.
Dial it in properly, and you get cleaner data, sharper insights, and more confidence when it’s time to scale.
There’s no universal answer. It depends on your app category, ad formats, user behavior, and campaign goals.
Most platforms like AppsFlyer let you set different windows for click-throughs and view-throughs. A standard starting point is a 7-day click-through window and a 24-hour view-through window.
But that’s just a starting point. To get it right, you’ve got to test, learn, and adjust based on actual user behavior.
The right window reflects how your users behave. Here’s what to consider:
Ad format matters. Banners and interstitials generate passive exposure, so keep those view-through windows short. Think a day or less. Native and display ads often warrant a 7-day click-through window. High-intent formats like rewarded videos or playable ads can justify longer windows, up to 30 days, because users are more engaged.
What’s the goal of your campaign? If you’re chasing installs with performance-focused creatives, go short, 1 to 7 days max. If you’re building awareness or driving long-term impact, longer windows (14 to 30 days) make more sense. Not all conversions are instant.
Where is the ad placed? Homepage takeovers or premium in-app placements are memorable, they stick with users longer. That lasting impression might justify a longer attribution window.
What kind of app are you marketing? A casual game? Utility app? Those often convert quickly, shorter windows do the job. But if you’re in finance, health, or productivity, people take longer to decide. You need time to track that journey.
How complex is the user journey? If your users need multiple sessions or interactions before converting, longer attribution windows help capture those early touchpoints that matter.
Start with the defaults. Then dig into your data. What’s the average time between ad click and install? How long does it take users to complete in-app events? What’s your LTV curve telling you?
Attribution isn’t a “set it and forget it” situation. It’s a feedback loop. Keep refining.
Your attribution windows influence key KPIs, like CPI, ROAS, and LTV. Get them wrong, and your metrics start lying.
Set the window too short? Conversions get missed. CPI goes up. It looks like your campaigns aren’t working, even when they are.
Set it too long? You over-credit channels. ROAS looks amazing, but it’s inflated. Budget decisions start drifting in the wrong direction.
And when installs fall outside the window, like on day 8 of a 7-day window? They get counted as organic. That’s lost credit and lost insight.
Even your cohort and LTV reporting take a hit. Shorter windows mean fewer users are tied to paid campaigns, so early cohorts look weak, and forecasts lose accuracy.
When attribution is off, everything downstream is skewed. Budgeting, forecasting, scaling, it all suffers.
| Attribution Type | Description | Default Window Length | Measurement Unit |
| Click-to-Install | Measures the time between a user clicking an ad and installing the app. | 7 days | Days |
| Click-to-Conversion | Tracks post-install events (like purchases) after a click. | 30 days | Days |
| Impression-to-Install | Measures installs after an ad is viewed but not clicked (view-through). | 1 day | Days |
| Impression-to-Conversion | Tracks conversions after an impression with no click involved. | 1 day | Days |
| Deep Linking Duration | Defines how long a deep link remains valid after app install. | 120 minutes | Minutes |
| Re-engagement Inactivity | Time a user must be inactive before a return is considered re-engagement. | 7 days | Days |
This refers to any action that happens after a user clicks an ad. The most common examples:
These windows show you not just which ad drove the install, but how it contributed to long-term value.
Used when a user views an ad but doesn’t click, yet still converts later. Great for awareness campaigns. To avoid over-crediting, these windows are short, usually 1 day or less.
Deep links guide users to a specific screen in your app after install. They’re only useful for a short time, about 120 minutes. After that, the user experience can fall apart if they land somewhere outdated.
This defines how long a user must be inactive before a new action is considered re-engagement. For example, if someone hasn’t opened your app in 7 days, then clicks an ad and returns, that session is tagged as re-engagement. This is key for retargeting and understanding churn recovery.
Each window helps you capture a specific moment in the user journey. Shorter windows keep things clean, just the high-intent actions. Longer ones give you visibility into slower decision cycles.
There’s no one-size-fits-all. You need to match the window to the context, ad format, app type, user behavior.
The more you tailor your attribution windows, the better your insights, and the better your decisions.
Click-through measures actions after someone clicks your ad, typically a 7-day window. View-through measures conversions after someone sees your ad but doesn’t click, usually 1 day or less.
Start with industry defaults, but let your data guide you. Track how long users take to install, convert, or re-engage. Run tests. Shorten or extend based on what’s actually happening in your funnel.
Yes. If your window’s too short, you miss paid conversions and underestimate your ROAS. Too long, and you over-credit traffic that might have converted anyway. The goal is honest metrics.
Absolutely. High-intent formats (like rewarded videos) deserve longer windows. Low-intent formats (like banners) should stay tight. It’s all about matching the window to the signal.
Regularly. Launching new campaigns? Testing new channels? Seeing shifts in user behavior? Time to reassess. Attribution isn’t static, it evolves with your marketing.
Attribution windows don’t just decide who gets credit. They shape how you measure performance, and how confidently you scale.
Match the window to the journey. Keep testing. Keep learning. That’s how you turn data into growth.
