Myth: A 30-day click attribution window measures native's real impact.

Myth: A 30-day click attribution window measures native's real impact.
Wrong. Long windows let native steal credit for conversions other channels earned. Set an honest window:
— Run a conversion-lag report; see where conversions actually cluster (usually day 0-1 for native)
— Cut the click window to match real lag, not the network's preferred 30 days
— Turn OFF view-through attribution for native entirely as a test
— Compare attributed conversions before/after — the drop is the inflation you were sold
— Run a geo holdout to measure incremental lift independent of any window
Supposedly a long window 'captures the full journey'. It captures conversions that would've happened anyway. Did native cause the sale, or just touch a pixel near someone already converting? The holdout tells the truth your attribution model is paid to hide.