Attribution window.

Short answer

An attribution window is the period after someone clicks or views an ad during which a purchase is credited to that ad, for example 7 days after a click or 1 day after a view. The same ads report different results under different windows.

Also called: attribution setting, conversion window

An example

Kestrel & Vane checks one prospecting ad under two settings. With 7-day click and 1-day view, it shows 120 purchases and 2.8 ROAS. With 1-day click only, it shows 74 purchases and 1.7 ROAS. Nothing about the ad changed. The window decides how many sales it gets credit for.

Why it matters

Comparing ads, campaigns or reports that use different windows gives wrong answers. View-through credit in particular can flatter ads that reach people who were going to buy anyway. Platforms also keep updating attributed results for a while after the fact, so last week's numbers can still move.

How to improve it

Pick one window for decisions and use it everywhere: Ads Manager columns, exports and reports. Check click-only results next to your usual setting for prospecting, and cross-check against MER or an incrementality test before trusting large view-through numbers.

Attribution window in Fovea

Fovea syncs purchase ROAS from Meta every night and re-pulls the last 28 days on each run, because Meta keeps restating attributed results. The leaderboard picks up late-credited sales instead of freezing the first number.

See Winners →

Stats

Spend

$13,740

last 30d

Blended ROAS

2.31x

revenue / spend

Active winners

ROAS ≥ 1.5x

Spend on winners

71.4%

share of window spend

Creative leaderboard

Top ads this window

Ad	Stage
ugc-maya-field40-giftProspecting - Broad	Winner	$4,210	3.42x	2.31%	186.4K	76
motion-diver42-freeshippingProspecting - Broad	Winner	$3,180	2.64x	1.88%	152.9K	44
ugc-sam-chrono39-wristGifting - Q4	Winner	$2,460	1.71x	1.42%	121.3K	22
studio-diver42-detailRetargeting - 30d	Testing	$1,890	1.18x	0.94%	98.7K	12
motion-straps-offerRetargeting - 30d	Underperforming	$1,240	0.62x	0.51%	88.2K	4
studio-field40-flatlayProspecting - Broad	Paused	$760	1.36x	1.12%	40.1K	5

Questions, answered.

What attribution windows does Meta offer?+

Common options include 1-day click, 7-day click and 1-day view, and click and view windows can be combined. The setting lives on the ad set, so check it before comparing ad sets.

Is view-through attribution real?+

Partly. Some people do buy after seeing an ad without clicking, but view windows also catch buyers who would have converted anyway. A holdout test shows how much is real for your account.

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Fovea tags every hook, angle and transcript on upload and keeps hook rate, hold rate and ROAS beside each linked creative.

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