What is Attribution window?
An attribution window is the period after someone clicks, views or engages with an ad during which Meta will credit a conversion, such as a purchase, to that ad. For website and in-store conversions Meta offers click-through windows of 1 or 7 days and 1-day view-through and engage-through windows. Its default is 7-day click, 1-day view and 1-day engagement, chosen for each ad set.
Since March 2026, only link clicks count as click-through for website and in-store conversions, and other clicks such as likes and saves count as engage-through. From 12 January 2026, the Ads Insights API stopped returning 7-day and 28-day view windows.
Updated
Sources
- 1.Click-through, view-through and engage-through windows for website and in-store conversions are 1 or 7 days, 1 day and 1 day. Meta Business Help Centre, About attribution models and attribution settings. Checked 14 October 2026.
- 2.Meta uses a default attribution setting of 7-day click, 1-day view and 1-day engagement conversion. Meta Business Help Centre, Results. Checked 14 October 2026.
- 3.Click-through attribution for website and in-store conversions counts only link clicks from March 2026. Meta for Business, Simplifying Ad Measurement for a Social-First World. Checked 14 October 2026.
- 4.From 12 January 2026 the Ads Insights API no longer returns 7-day view and 28-day view windows. Meta for Developers, Ads Insights API Metric Availability Updates. Checked 14 October 2026.