Attribution window — set it to match the offer, not the default

Attribution window — set it to match the offer, not the default

The default attribution/cookie window is almost never right for your offer. Too short = you discard real conversions; too long = you over-credit.

The configuration logic:
— Match the window to the offer's actual conversion lag. A SOI (single opt-in) email submit converts in seconds — a tight window is fine. A trial-to-sale or deposit offer can convert days later — a 1-hour window throws away revenue.
— Ask the network the typical and max time-to-conversion for the offer. Set your window to cover the max, not the average.
— For S2S, the 'window' is how long the tracker retains the click ID waiting for a postback. Too short and a legitimate delayed postback finds no matching click = lost conversion.

The attribution-model decision:
— Last-click is the tracker default and fine for single-source direct-response.
— If you run multiple sources to the same offer, decide consciously how you handle a click ID seen on two sources. Most trackers credit the last touch — know that before you read multi-source reports.

The trap: comparing your numbers to the network's when your window is shorter than theirs. They count a 3-day-late conversion; you already expired it.

Verify the window against a real delayed test conversion.

Run this before every launch.