Attribution window
Also: Lookback window · Conversion window
An attribution window is the period after an ad click or impression during which a conversion is credited to that ad. Typical defaults are 7-day click / 1-day view on social networks and up to 30-day click on Google.
Windows are why platforms disagree. A user who sees a Meta ad on Monday, taps a Google ad on Wednesday, and subscribes on Friday falls inside both windows and is reported as a conversion by both — neither one wrong by its own rules.
Shortening windows makes attribution stricter and ROAS lower; it does not change what happened. Choose windows that match your funnel's real time-to-convert, then hold them constant so trends mean something.
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.