In context
User clicks ad Monday, converts Saturday: 7-day-click window attributes the sale to Meta. Same user clicks ad Monday but converts the following Wednesday (10 days later): outside the window, not attributed. Blended analytics (GA4, Northbeam, Triple Whale) often show higher Meta contribution than Meta's own window because they measure over longer periods.
Why it matters
- Shorter windows tend to under-credit Meta; longer windows can over-credit.
- iOS 14.5+ forced a 7-day-click maximum for Meta Ads.
- Match your window to your typical purchase latency.
Related terms
Frequently asked questions
7-day-click vs 1-day-click — which is more accurate?
Depends on purchase cycle. Impulse ecom: 1-day is cleaner. Considered purchase: 7-day gets closer to reality.
Is view-through attribution BS?
Often yes — passive impression view correlating with organic conversion. Discount view-through by 50-70% for sanity.
How do MMM and platform windows differ?
MMM models cross-channel contribution over weeks; platform windows are single-channel last-click. Very different answers.