What is an Attribution Window?

An attribution window (or conversion window) is a defined period of time in which a publisher can claim that a click or a view led to an install.

For an example: if a window of seven days is agreed between an advertiser and publisher, and then if it can be proved that a user interacting with an advert from a publisher installs the app within the window, then that publisher is credited with the install and would receive payment.

Why Are Attribution Windows Important?

Attribution windows are an essential tool for helping advertisers and publishers to understand when a conversion takes place. Often there’s a gap in exposure to an advertisement and an install, such as seeing a game on Facebook while commuting to work in the morning, seemingly forgetting about it to then remembering to install on the way home from work in the evening.

Without allowing for potential gaps between viewing an ad, and installing an app, users could be mistaken as organic, instead of being paid for, which would mean that publishers lose money.

Setting an attribution window creates the ability to include users who are technically brought in from an advertisement, just not directly in the instance of seeing it.

How Long Should I Set an Attribution Window for?

The right length of an attribution window should be determined based on the objective of a campaign. For example, an advertiser running an install campaign boosted by “seen and gone” formats like banner ads might want a shorter window. Although thousands of people might see an advert briefly, an impression-based form is unlikely to drive an install five days later. On the other hand, an advertiser running a campaign prompting interaction may want to choose a longer attribution window. If an advertiser has secured a prime position within an app and wants to see its long term value, then a 21 or 30-day window would help them see if it delivered the results they aimed for.

Reference: “Adjust,” Retrieved – 23 April 2018