{"id":58464,"date":"2026-05-21T19:45:02","date_gmt":"2026-05-21T16:45:02","guid":{"rendered":"https:\/\/affisemmp.com\/?post_type=glossary-term&#038;p=58464"},"modified":"2026-09-03T13:08:02","modified_gmt":"2026-09-03T10:08:02","slug":"attribution-window","status":"publish","type":"glossary-term","link":"https:\/\/affisemmp.com\/ru\/glossary-term\/attribution-window\/","title":{"rendered":"Attribution Window"},"content":{"rendered":"<h2 data-path-to-node=\"5\"><strong>How Does an Attribution Window Work in Mobile Marketing?<\/strong><\/h2>\n<p data-path-to-node=\"6\">In mobile measurement, users rarely follow a perfectly straight line from seeing an ad to installing an app. They might see a banner, get distracted, and download the app three days later.<\/p>\n<p data-path-to-node=\"7\">Mobile Measurement Partners (MMPs) like Affise use attribution windows to accurately map this delayed customer journey. The process generally relies on an &#171;attribution waterfall&#187; that checks different matching criteria:<\/p>\n<ol start=\"1\" data-path-to-node=\"8\">\n<li>\n<p data-path-to-node=\"8,0,0\"><b data-path-to-node=\"8,0,0\" data-index-in-node=\"0\">Ad Interaction:<\/b> A user clicks on or views an ad.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"8,1,0\"><b data-path-to-node=\"8,1,0\" data-index-in-node=\"0\">The Window Opens:<\/b> A countdown starts based on the predefined lookback parameters.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"8,2,0\"><b data-path-to-node=\"8,2,0\" data-index-in-node=\"0\">The Conversion:<\/b> The user installs the app and opens it for the first time.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"8,3,0\"><b data-path-to-node=\"8,3,0\" data-index-in-node=\"0\">The Match:<\/b> The MMP searches backward within the active attribution window to find the last eligible click or impression and credits it for the acquisition.<\/p>\n<\/li>\n<\/ol>\n<h2 data-path-to-node=\"9\"><strong>Types of Attribution Windows<\/strong><\/h2>\n<p data-path-to-node=\"10\">Attribution windows are generally split into two categories based on the type of user interaction:<\/p>\n<h3 data-path-to-node=\"11\"><strong>1. Click-Through Attribution Window<\/strong><\/h3>\n<p data-path-to-node=\"12\">This applies when a user physically clicks or taps on an ad. Because a click represents a high-intent action, click-through windows are typically longer.<\/p>\n<ul data-path-to-node=\"13\">\n<li>\n<p data-path-to-node=\"13,0,0\"><b data-path-to-node=\"13,0,0\" data-index-in-node=\"0\">Industry Standard:<\/b> 7 to 30 days.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"13,1,0\"><b data-path-to-node=\"13,1,0\" data-index-in-node=\"0\">Example:<\/b> A user clicks a social media ad for a mobile game but doesn&#8217;t install it. Five days later, they search for the game directly in the App Store and download it. Because this happened within a standard 7-day click-through window, the social media ad gets the credit.<\/p>\n<\/li>\n<\/ul>\n<h3 data-path-to-node=\"14\"><strong>2. View-Through (Impression) Attribution Window<\/strong><\/h3>\n<p data-path-to-node=\"15\">This applies when a user sees an ad but does not click on it. Because impressions signal lower immediate intent, view-through windows are significantly shorter to prevent ad networks from falsely claiming credit for organic installs.<\/p>\n<ul data-path-to-node=\"16\">\n<li>\n<p data-path-to-node=\"16,0,0\"><b data-path-to-node=\"16,0,0\" data-index-in-node=\"0\">Industry Standard:<\/b> 1 to 24 hours.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"16,1,0\"><b data-path-to-node=\"16,1,0\" data-index-in-node=\"0\">Example:<\/b> A user watches a video ad without clicking. Three hours later, they remember the app, search for it, and install it. If the view-through window is set to 24 hours, the video ad receives the credit.<\/p>\n<\/li>\n<\/ul>\n<h2 data-path-to-node=\"18\"><strong>How Affise MMP Handles Attribution Windows<\/strong><\/h2>\n<p data-path-to-node=\"19\">Affise MMP uses an advanced, highly customizable attribution model to ensure accurate reporting and prevent ad fraud. Affise evaluates attribution using a priority waterfall, giving clicks precedence over impressions.<\/p>\n<p data-path-to-node=\"20\">Here is how the default lookback windows are structured within Affise MMP:<\/p>\n<table data-path-to-node=\"21\">\n<thead>\n<tr>\n<td><strong>Attribution Type<\/strong><\/td>\n<td><strong>Attribution Method<\/strong><\/td>\n<td><strong>Available Range<\/strong><\/td>\n<td><strong>Default Window<\/strong><\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><span data-path-to-node=\"21,1,0,0\"><b data-path-to-node=\"21,1,0,0\" data-index-in-node=\"0\">Click-Through<\/b><\/span><\/td>\n<td><span data-path-to-node=\"21,1,1,0\">Referrer \/ ID Matching<\/span><\/td>\n<td><span data-path-to-node=\"21,1,2,0\">1 \u2013 30 Days<\/span><\/td>\n<td><span data-path-to-node=\"21,1,3,0\"><b data-path-to-node=\"21,1,3,0\" data-index-in-node=\"0\">7 Days<\/b><\/span><\/td>\n<\/tr>\n<tr>\n<td><span data-path-to-node=\"21,2,0,0\"><b data-path-to-node=\"21,2,0,0\" data-index-in-node=\"0\">Click-Through<\/b><\/span><\/td>\n<td><span data-path-to-node=\"21,2,1,0\">Probabilistic Modeling<\/span><\/td>\n<td><span data-path-to-node=\"21,2,2,0\">0 \u2013 24 Days<\/span><\/td>\n<td><span data-path-to-node=\"21,2,3,0\"><b data-path-to-node=\"21,2,3,0\" data-index-in-node=\"0\">Adaptive<\/b> (Determined dynamically by Affise)<\/span><\/td>\n<\/tr>\n<tr>\n<td><span data-path-to-node=\"21,3,0,0\"><b data-path-to-node=\"21,3,0,0\" data-index-in-node=\"0\">View-Through<\/b><\/span><\/td>\n<td><span data-path-to-node=\"21,3,1,0\">ID Matching<\/span><\/td>\n<td><span data-path-to-node=\"21,3,2,0\">1 Hour \u2013 2 Days<\/span><\/td>\n<td><span data-path-to-node=\"21,3,3,0\"><b data-path-to-node=\"21,3,3,0\" data-index-in-node=\"0\">1 Day (24 Hours)<\/b><\/span><\/td>\n<\/tr>\n<tr>\n<td><span data-path-to-node=\"21,4,0,0\"><b data-path-to-node=\"21,4,0,0\" data-index-in-node=\"0\">View-Through<\/b><\/span><\/td>\n<td><span data-path-to-node=\"21,4,1,0\">Probabilistic Modeling<\/span><\/td>\n<td><span data-path-to-node=\"21,4,2,0\">0 \u2013 24 Hours<\/span><\/td>\n<td><span data-path-to-node=\"21,4,3,0\"><b data-path-to-node=\"21,4,3,0\" data-index-in-node=\"0\">Adaptive<\/b><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p data-path-to-node=\"22\"><i data-path-to-node=\"22\" data-index-in-node=\"0\">Note: Affise MMP allows marketers to customize these windows dynamically at the app or campaign level to fit specific sales cycles.<\/i><\/p>\n<h2 data-path-to-node=\"23\"><strong>Why Are Attribution Windows Important for App Marketers?<\/strong><\/h2>\n<p data-path-to-node=\"24\">Setting the correct attribution window is foundational to your entire user acquisition strategy. It directly impacts your data accuracy and budget allocation.<\/p>\n<ul data-path-to-node=\"25\">\n<li>\n<p data-path-to-node=\"25,0,0\"><b data-path-to-node=\"25,0,0\" data-index-in-node=\"0\">Accurate ROI Measurement:<\/b> If your window is too short, you risk classifying paid installs as organic (undervaluing your ads). If it is too long, you might falsely credit top-of-funnel ads for installs that would have happened anyway.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"25,1,0\"><b data-path-to-node=\"25,1,0\" data-index-in-node=\"0\">Multi-Touch Insights:<\/b> Understanding the delay between interaction and conversion helps you map the actual customer journey and optimize your retargeting efforts.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"25,2,0\"><b data-path-to-node=\"25,2,0\" data-index-in-node=\"0\">Fraud Prevention:<\/b> Strict, customized lookback windows stop fraudulent ad networks from &#171;click spamming&#187; or claiming credit for organic traffic long after an impression occurred.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"25,3,0\"><b data-path-to-node=\"25,3,0\" data-index-in-node=\"0\">Better Budget Allocation:<\/b> By seeing exactly which channels drive conversions within an acceptable timeframe, you can shift your ad spend to the networks actually moving the needle.<\/p>\n<\/li>\n<\/ul>\n<h2 data-path-to-node=\"26\"><strong>Best Practices for Setting Your Attribution Window<\/strong><\/h2>\n<p data-path-to-node=\"27\">There is no one-size-fits-all duration. When configuring your lookback windows in Affise MMP, consider these factors:<\/p>\n<ol start=\"1\" data-path-to-node=\"28\">\n<li>\n<p data-path-to-node=\"28,0,0\"><b data-path-to-node=\"28,0,0\" data-index-in-node=\"0\">Analyze Your Sales Cycle:<\/b> Hyper-casual games and utility apps usually see instant conversions and benefit from short windows (1-3 days). High-friction apps (like fintech, subscription services, or travel apps) require longer consideration periods and warrant standard or extended windows (7-30 days).<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"28,1,0\"><b data-path-to-node=\"28,1,0\" data-index-in-node=\"0\">Differentiate by Channel:<\/b> Not all channels are equal. A high-intent Google Search ad might warrant a different lookback period than a passive display banner.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"28,2,0\"><b data-path-to-node=\"28,2,0\" data-index-in-node=\"0\">Monitor Organic Baselines:<\/b> If expanding your attribution window causes your organic installs to suddenly drop while paid installs spike, you may be cannibalizing your organic traffic.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"28,3,0\"><b data-path-to-node=\"28,3,0\" data-index-in-node=\"0\">Stay Consistent:<\/b> Frequently changing your attribution windows mid-campaign disrupts your reporting continuity and breaks your historical performance benchmarks. Set your strategy and stick to it.<\/p>\n<\/li>\n<\/ol>\n","protected":false},"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false},"class_list":["post-58464","glossary-term","type-glossary-term","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is an Attribution Window? 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