Attribution windows change what gets credit and by how much. Use this quiz to pressure‑test your policies for different cycles and channels.
What is the main trade‑off between a 1‑day and a 28‑day attribution window?
Short windows credit immediate actions; long windows capture delayed conversions but add overlap risk
Long windows only apply to search
Windows don’t affect reported results
Short windows always show higher performance
Which platform practice helps evaluate sensitivity to different windows?
Compare results across multiple attribution settings in the same report
Ignore platform tools for comparison
Average 1‑day view with 28‑day click manually
Use one setting forever
When does a 1‑day click window often make sense?
For annual enterprise deals
For long subscription evaluations
For complex, multi‑stakeholder B2B sales
For low‑consideration purchases or flash sales with immediate response
When might a longer (e.g., 28‑day) click window be more appropriate?
For in‑store cash purchases with no digital touchpoints
For purely organic word‑of‑mouth
For high‑consideration purchases with research and comparison cycles
For impulse buys under an hour
Why align windows across channels in a cross‑channel report?
Because windows don’t vary by platform
To keep comparisons apples‑to‑apples and reduce attribution bias
To inflate totals by mixing settings
To hide channel cannibalisation
What should teams document when they change attribution windows mid‑quarter?
Nothing—just update the dashboard
Only the CPMs and CTRs
The effective date and expected reporting shift so trend lines are interpreted correctly
Only the creative IDs
How should view‑through and click‑through windows be treated?
Use default settings without review
Always exclude any view‑through
Always include view‑through with the longest window
Choose intentionally based on objective and test sensitivity before adopting
Which measurement approach helps validate attribution beyond window settings?
Rely solely on last‑click reports
Only count impressions delivered
Incrementality tests or MMM to check true lift
Use anecdotes from social comments
How can longer windows affect cross‑platform totals?
They force last‑click rules everywhere
They remove all overlap by default
They increase the chance of double‑counting the same conversion across platforms
They always reduce reported conversions
What’s a practical workflow for window governance in 2025?
Maintain a policy with default windows per objective and a review cadence per quarter
Let each team pick any window ad hoc
Change settings daily with no notes
Use different windows for every ad set randomly
Starter
You grasp the basics of windows. Document changes and compare settings before acting.
Solid
Solid policy thinking. Align windows across channels and test incrementality to avoid bias.
Expert!
You govern windows with intent: objective‑based defaults, sensitivity checks, and lift validation.
