What is an attribution window?
An attribution window is the time period advertisers pre-set in which publishers can claim credit for a conversion and ultimately be attributed for the install. The attribution window, or conversion window, begins the moment the ad is served - from there, the publisher has a pre-defined number of days or hours in which they can be attributed for the conversion, and get paid by the advertiser.
If, for example, Advertiser X sets their attribution window to 30 days, and a user views that advertiser’s ad on Publisher Y’s app and installs and opens the app within those 30 days, Publisher Y receives credit for the conversion.
Mobile attribution window
On mobile, the attribution window is measured by MMPs, or mobile measurement providers. The MMP tracks the click and watches out for a conversion within the mobile attribution window. If the user converts within the pre-specified mobile attribution window, the MMP attributes the install and notifies the advertiser and publisher.
How long should your attribution window be?
Setting the mobile attribution window depends on a variety of factors, including: the attribution model (last click, first click, view-through), ad unit, campaign goal, and channel.
When running performance campaigns via OEMs and carriers, it’s best practice to set a minimum of 30 days last click attribution window. Due to the early touchpoint with the user on this channel, the 30 days gives the user adequate time to convert. For example, if a user installs a ride-sharing app during device onboarding, the user isn’t likely to use that app right away - rather they’re more likely to make their first ride within a month. By Day 30, Aura sees that 81% of users convert, and 90% convert by Day 60.