Attribution Window

The attribution window is the time frame during which a conversion can be attributed to a specific marketing action.

Why it matters

Helps in understanding the effectiveness of marketing campaigns.
Allows for accurate allocation of marketing budgets.

How to measure

Track conversion events within the defined time frame.
Common windows are 7, 14, or 30 days.

Details

An attribution window is crucial for mobile engineers and growth teams to determine which marketing efforts lead to conversions. By setting a specific time frame, teams can analyze the performance of different channels and optimize their strategies accordingly. The choice of window length can significantly impact the perceived success of a campaign, as shorter windows may miss delayed conversions, while longer windows might attribute conversions to less relevant actions.

In a mobile context, understanding user behavior and the typical conversion journey is essential for setting an appropriate attribution window. This involves analyzing data from mobile measurement partners (MMPs) and adjusting the window based on observed patterns and business goals.

Examples & formulas

For instance, if a user clicks on an ad and makes a purchase within 7 days, the conversion is attributed to that ad if the attribution window is set to 7 days.

Conversion Attribution = Event within Attribution Window

Common mistakes

Setting a window that is too short and missing late conversions; adjust based on user behavior.
Using a one-size-fits-all window for all campaigns; tailor it to specific campaign goals.