Attribution Window
An attribution window is the time period after a marketing touchpoint within which conversions are credited to that touchpoint — typical windows are 1, 7, 28, or 90 days.
In context
Attribution windows materially shape reported ROI. A 1-day window credits only the most immediate response; a 90-day window captures most multi-touch journeys but adds noise. SEO is typically under-credited in short windows because organic discovery often precedes the conversion by weeks. Best practice: report multiple windows side-by-side; align attribution windows across channels for fair comparison; never compare 1-day paid attribution to 90-day organic attribution and call it analysis.
A Canadian B2B agency reports both 7-day and 90-day attribution for paid versus organic — the 90-day view consistently shows organic search contributing materially more than the 7-day view suggests.
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