What’s an attribution window?
An attribution window is a period during which publishers request credit for conversion and be attributed for the install. Advertisers set the time, and the attribution window is active when the ad is live. Attribution windows can be adjusted based on a campaign’s specific goals and metrics. For example, if an attribution window is set to 30 days, a conversion that occurs within 30 days would be attributed to that campaign, whereas a conversion that occurs after 30 days would not.
An attribution window on mobile is tracked and measured by MMPs (mobile measurement partners). When a conversion occurs in the pre-set mobile attribution window, the install is attributed by the MMP, and both the advertiser and publisher are notified.