Attribution windows: Meta 7-day click (down from 28), Google 30-90 days. Match to your sales cycle.
By The Ad Spend
The time period after someone sees or clicks an ad during which a conversion can be credited to that ad. Shorter windows mean stricter attribution.
Formula
Days between touchpoint and credit
Benchmark range
Meta default: 7-day click, 1-day view (down from 28-day pre-iOS 14). Google: 30-90 days configurable. LinkedIn: 30-day click.
Why it matters
Longer windows capture more conversions but risk over-attribution. Shorter windows are conservative but may miss delayed purchases. Match window to your sales cycle. iOS 14 shrank Meta's window by 75%, reducing reported conversions.
