Find the optimal lookback window for accurate campaign attribution
An attribution window (or lookback window) defines how long after a click or view an install can be credited to an ad. It determines which touchpoints receive credit for conversions.
Click-Through Attribution: Credits installs to clicked ads within the window (typically 7-30 days).
View-Through Attribution: Credits installs to viewed (but not clicked) ads (typically 1-24 hours).
Longer windows capture more true conversions but risk crediting organic installs. Shorter windows are more conservative but may undercount paid impact.