What is the Attribution Window?

An attribution window is the period of time during which a user’s action can be credited to a previous ad interaction.

If a user clicks an ad on Monday and installs the app on Thursday, that install will be attributed to the ad only if the attribution window is at least 3 days.

It’s a way of defining how long a campaign stays “eligible” to get credit for driving a conversion.

How does it work?

Attribution windows are typically set by the advertiser or platform. They vary depending on:

• The platform (iOS vs Android)
  
  

• The attribution method (SKAN, MMP, or deterministic)
  
  

• The type of event (install, re-engagement, purchase)
  
  

Common windows include:

• 24 hours for view-through attribution
  
  

• 7 days for click-to-install attribution
  
  

• 30 days for re-engagement or subscription conversions

In SKAdNetwork, windows are not customizable. Apple defines fixed postback windows:

• 0–2 days

• 3–7 days

• 8–35 days

And includes delays to protect privacy.

Why it matters

Attribution windows directly affect which campaigns get credit for conversions and how performance is reported.

If the window is too short, campaigns may be under-credited. If it’s too long, you risk giving credit to campaigns that had little influence. For SKAN, understanding the fixed timing is essential for setting realistic expectations around postback delivery and optimization cycles.

A clear attribution window ensures consistency in reporting, alignment across teams, and better decision-making.