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In this article, we explain attribution windows and their availability on each platform in AMP.
Attribution Windows in AMP
At AMP, we work with different attribution windows for most of the platforms we are integrated with. However, not all platforms allow extracting the same attribution windows, which can create confusion when combining multi-platform data. In this article, we will explain what attribution windows are, which ones are available on each platform, and how we manage these differences in AMP.
What are attribution windows?
An attribution window is the period of time in which a conversion (a purchase, a signup, etc.) can be attributed to an ad that a user viewed or interacted with.
In AMP, we use four standard attribution windows:
- 1-day post-view
- 1-day post-click
- 7-day post-click
- 30-day post-click
Attribution Windows per Platform
Below, we show the availability of attribution windows by platform:
|
Plataforma |
1d_view |
1d_click |
7d_click |
30d_click |
|
Criteo |
YES |
YES |
YES |
YES |
|
|
YES |
YES |
YES |
YES |
|
|
YES |
YES |
YES |
YES |
|
|
YES |
YES |
1d_click |
1d_click |
|
Snapchat |
YES |
YES |
YES |
28d_click |
|
|
YES |
7d_click |
YES |
7d_click |
|
RTB House |
YES |
7d_click |
YES |
7d_click |
|
Tiktok |
- |
1dv_7dc |
1dv_7dc |
1dv_7dc |
|
Google DV 360 |
- |
AS IS |
AS IS |
AS IS |
|
|
- |
AS IS |
AS IS |
AS IS |
|
VK |
- |
AS IS |
AS IS |
AS IS |
*"AS IS" means that the platform does not specify the attribution window for the conversions it reports.
*1d_click, 7d_click, or 1dv_7dc within another window means that the data for that window is not available, and instead, the data from another available window is shown.
*On Pinterest, we can display the attribution window you use upon request—contact Customer Success. By default, we will show 7-7-1.
What happens when attribution windows are missing?
On platforms like Google, RTB House, or TikTok, where some windows like the 30-day window are unavailable, we use the closest available window. For example, if a 30-day window is not accessible, we use a 7-day or 1-day post-click window to ensure that useful data is still displayed.
On the other hand, in TikTok, Google DV 360, Twitter, and VK, we do not have the option to compensate for the lack of windows like the 1-day post-view window, as the available windows are not comparable.
What about platforms that do not provide attribution window information?
On platforms like Google DV 360, Twitter, and VK, where attribution window data is simply unavailable, reported conversions are evenly distributed among the 1-day, 7-day, and 30-day post-click windows to provide the most accurate representation of interactions.
Platforms with basic integration
On Apple Search Ads, Spotify, Taboola, Microsoft Ads, and Amazon Ads, the insights we collect from campaigns include Adspend, Impressions, and Clicks. That is why they are not included in the section above, as we do not have conversion data.
Impact on reports
Differences in attribution windows between platforms can lead to misinterpretations in reports, so we must be aware of how they affect cross-channel result comparisons.
The use of substitute windows or "AS IS" may alter conversion attribution, creating possible discrepancies. It is essential to consider these differences and critically interpret the data to make more informed decisions regarding campaign optimization.
You can see the attribution window you are currently using in your dashboards by clicking on the "Edit Settings" ✏️ button located just above the filters.