What is Attribution window? Definition and examples

An attribution window is the time after a click or view during which a conversion can be credited to an ad.

Example

With a 7-day click, 1-day view window, a purchase six days after clicking an ad counts; one eight days later does not.

Why does Attribution window matter for e-commerce?

Changing the window changes reported ROAS without changing real results — always compare periods with the same window.

How does Posta use Attribution window?

Posta's agents use Attribution window when reviewing your accounts and recommending changes. See the AI marketing analytics page for how it fits into your workflow.