What is an Attribution Window?
An attribution window (also called a lookback window) is the defined time period after an ad click or impression during which any resulting conversion is credited to that ad interaction.
Common Attribution Windows
- Google Ads: 30-day click, 1-day view (default)
- LinkedIn Ads: 30-day click, 7-day view
- Meta Ads: 7-day click, 1-day view (post-iOS 14)
Why Attribution Windows Matter
B2B sales cycles are long, a prospect might click an ad today and convert 3 months later. If your attribution window is only 7 days, you'll miss that conversion and undervalue the ad campaign.
How FlowStrata Attributes Results
FlowStrata tracks attribution across the entire sales cycle, from first email open to booked meeting to closed deal, regardless of how long the process takes. This gives you accurate ROI data that short attribution windows would miss.