Attribution Window is the period a platform uses to connect an ad interaction with a resulting order. If a shopper clicks an ad today and buys later within the allowed window, the sale can be attributed to that ad.
Why It Matters
Different platforms use different attribution windows. Amazon, Google, Meta, and marketplace ad systems may report the same customer journey differently, so campaign performance can look stronger or weaker depending on the window.
How To Use It
When comparing channels, document the attribution window for each report. Do not judge ACOS, ROAS, or conversion rate without knowing how much post-click time the platform includes.