An attribution window is the amount of time a click stays “credited” for a future sale. Click today, buy within the window, the post gets the credit. Buy after it, and the sale is counted as coming from somewhere else.
Longer windows flatter you
A 90-day window will attribute almost every sale to almost every post someone ever clicked. The numbers look great and mean nothing. Longer windows systematically over-credit your content.
Match the window to the purchase
- Impulse buys (a $9 template): 1–7 days is plenty.
- Considered SaaS purchase: 14–30 days.
- High-ticket or long sales cycle: 30–60 days, but stay skeptical.
When in doubt, go shorter. A conservative window gives you fewer but more trustworthy attributions — and trustworthy is the whole point. seenpaid uses a sensible default window and an “honest-zero” rule: if it can’t confidently tie a sale to a click, it won’t pretend it can.