7-day-click vs 1-day-click: the gap is your funnel length

7-day-click vs 1-day-click: the gap is your funnel length
Across 55 accounts, 90d, reported ROAS by window:
— 1-day-click: 1.8x reported — undercounts, optimizes toward impulse buys
— 7-day-click: 2.6x reported — captures the considered purchase
The inflation is real but consistent: 7d over-attributes ~30% vs 1d on the same conversions. Pick the window that matches your buy cycle, not the bigger number.
Read: low-AOV impulse = 1d-click; high-consideration = 7d-click. Mismatched windows mis-train the algorithm.