Playbook: Configure Attribution Windows So You Don't Over- or Under-Credit

Playbook: Configure Attribution Windows So You Don't Over- or Under-Credit

Default windows rarely fit your funnel. Set them deliberately:
— Map your real conversion lag — how long from click to install to first purchase, by source
— Set the click-through window to cover that lag without inviting click-flood fraud (7d is common, not gospel)
— Set view-through separately and shorter; view-through over-claims if left wide
— Align the window with your SKAN measurement window so iOS and Android tell consistent stories
— Keep the same window across networks for fair cross-channel comparison
— Document every window value; an undocumented change silently shifts all your CPAs
— Re-test windows when you launch a new vertical with different purchase timing

✓ Stops over-crediting from windows that are too wide
✓ Consistent windows make cross-network math honest
✗ Too tight a window undercounts genuine slow converters
✗ View-through windows are a fraud magnet if generous

Verdict: Use a click window that matches your measured conversion lag and a short view-through window; never leave MMP defaults unexamined.
Best for: Anyone whose CPA comparisons feel inconsistent across in-app channels.