What is an Attribution Window?
The period of time in which a media partner can claim a click or impression engagement he generated materialized into an install for the advertiser’s app.
Why Is This Important:
A key ingredient in any campaign, attribution windows set between advertisers and media partners set 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 an ad viewed at a specific point in time is not expected to produce an install right away, preventing users from being considered as organic when in fact advertising efforts were invested in their experience.
« Back to Glossary Index