7-day vs 1-day attribution window

7-day vs 1-day attribution window

Let's define it. An attribution window is how long after seeing or clicking your ad TikTok still credits a sale to it. A 7-day click window counts purchases up to a week after the tap; a 1-day window only counts same-day.

When to use each:
— 7-day click: good for considered buys people think about, like higher-priced items.
— 1-day: stricter, better when you want only fast, obvious wins counted.

The tradeoff: a longer window shows more conversions and a prettier dashboard, but some of those buyers might have come anyway. A short window undercounts but is conservative.

Try this: pick one window and keep it the same across campaigns so comparisons stay fair. Don't worry about the 'right' answer — consistency matters more than the exact number you choose.