Mobile Attribution Window

What is a Mobile Attribution Window?

A mobile attribution window can be defined as the period of time in which publishers can claim credit for an impression or click that they helped generate, and which resulted in an install.

Once an ad is served, publishers have a predefined amount of time—sometimes hours, sometimes days—to claim said install credit and receive payment.

Why are Mobile Attribution Windows Important?

Mobile attribution windows are important because they allow publishers to collect the money they’ve rightfully earned by showing ads to users, even if said ads don’t result in immediate conversions. In other words, mobile attribution windows allow for non-immediate funnels.

People often ask, how long should my mobile attribution window be? The answer depends on the kind of attribution model you’ve agreed to, the kind of ad unit shown, the goal of the marketing campaign, and the channel through which the ad is served.