Definition
An attribution window is how long after a click or view a sale can be credited to an ad.
Category: Tracking · Updated 1 Oct 2026 · BLITZ Campaign editorial
How do attribution windows work?
Meta defaults to 7-day click and 1-day view; GA4 uses its own model. Longer windows credit more sales to ads.
Why does it matter?
Different windows are a common reason Meta, Google and GA4 disagree. Compare like with like before judging a channel.