How it works
Choose a period fitting the decision cycle and system; distinguish clicks from views.
Example
Example: A later purchase may fall outside a short window but inside a longer one.
Common mistakes
Different windows can change ROAS without changing actual purchases.
How can you check this in practice?
Check the period after an interaction during which an action can be recorded for the specific conversion. Distinguish click-through and view-through contexts where available. Allow time when analysing recent days for actions still inside the window.
Distinctions and limitations
A window defines the eligible period; an attribution model allocates credit. A longer window can change recorded counts without changing sales. That is not automatically evidence of a better campaign.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg