Attribution Window
The time period in which a conversion is credited to an ad.
An attribution window is how long after seeing/clicking an ad a conversion still counts. On Meta the default is 7-day click + 1-day view. Conversions that happen 8 days after the click are not attributed to that ad at all.
Longer windows credit more conversions, but they also overlap and double-count across ad platforms — a sale that Google, Meta, and TikTok each claim through 7-day windows is one actual sale. To deduplicate, treat platform-reported sales as directional and reconcile against the order count in your store. The 'truth' is in your e-commerce backend, not in any single ad-platform dashboard.