Attribution window

If someone clicks an ad on Monday and converts on Thursday, does the ad get credit? That depends on the window. A "7-day click" window says yes to anything within seven days of a click. A "1-day view" window also credits conversions within a day of merely seeing the ad.

Meta's long-standing default is 7-day click plus 1-day view. Trade reports say Meta removed its 7-day and 28-day view-through windows from reporting in January 2026, leaving 1-day view as the only view-based option. Google and TikTok have their own settings.

For arbitrage the on-site journey fits easily inside any window: click, lander, search and ad click happen in one sitting. What strains the window is reporting. If feed revenue is confirmed days later, the conversion sent to the platform must still fall inside its limits; Meta's Conversions API accepts events up to seven days old. Operators therefore send an early estimate quickly. View-through credit deserves scepticism in this business, since a person who never clicked the ad never reached the lander. Comparing platforms is only fair when their windows match.

An example

Say Meta reports 300 conversions on 7-day click plus 1-day view, and the tracker, counting clicks only, shows 270. The 30 extra are view-through credits. Judge the campaign on the 270.