Ad Partner Attribution Window

Ad Partner Attribution Window

If you are working in the acquisition team of a company, then you must be aware of the attribution window. If not, please remove the rock from your head and read on….

Attribution window of an ad is are of various types but if we go by a basic definition of it, then it just means a period upto which a conversion is happening by a user who either saw or clicked on an ad.

Below, I have listed down some attribution windows for an App Install Campaign.

There can be several steps of the funnel of an app install campaign.

  1. Install
  2. First Launch
  3. Sign Up
  4. Opening a particular screen
  5. et cetera

You might consider any of the above as your conversion factor based upon your app niche.

Typical Attribution Windows

Click to Session Start

Time between a click or a web to app auto redirect and an open or web session start.

Click to Install

Time between a click or a web to app auto redirect and an install or reinstall.

Click to Conversion Event

Time between a click or a web to app auto redirect and a conversion event. Conversion events include commerce events (e.g. purchase, add to cart), all custom events and all view events (e.g. pageviews, content views).

Impression to Session Start

Time between an ad impression and an open or web session start.

Impression to Install

Time between an ad impression and an install or reinstall.

Impression to Conversion Event

Time between an ad impression and a conversion event. Conversion events include commerce events (e.g. purchase, add to cart), all custom events and all view events (e.g. pageviews, content views).

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