Attribution Window
The time period after ad exposure during which a conversion can be credited to that ad
When a user sees your ad on Monday and converts on Friday, should the ad get credit? The attribution window determines the answer.
Common Windows
7 days: Standard for direct-response campaigns where conversion intent is immediate.
14 days: Balanced default for most web3 products.
30 days: Accommodates longer consideration cycles for complex protocols or DeFi products.
Shorter windows are more conservative, only crediting recent exposure. Longer windows capture delayed conversions but risk crediting ads for users who would have converted anyway.
Regulatory Impact
Major advertising networks have shortened their attribution windows in response to cookie deprecation and device privacy regulations. When platforms can't reliably connect activity two weeks later to ad impressions, they're forced to use shorter windows. This often undercounts actual conversions.
Why Web3 Needs Longer Windows
A user might see an effective ad for a DEX but delay their actual trade based on market conditions, portfolio decisions, or gas fees. The conversion intent exists immediately, but execution timing is highly variable. Wallet-based tracking makes it possible to connect conversions across these longer periods without privacy concerns.
Platform Comparison
When evaluating ad platforms, ask: What's your default attribution window? Can advertisers customize it? Different platforms use different standards, which significantly affects reported performance.