What is Attribution Window?
Attribution Window
Definition, formula, India benchmarks, and the operator-grade nuance behind it.
Attribution Window is the time period after an ad interaction during which a conversion is credited to that ad. Common windows: 1-day click, 7-day click, 7-day click + 1-day view, 28-day click. Shorter windows give more conservative attribution; longer give more credit to ads.
Attribution window decides how late after ad interaction a conversion still counts.
Default Meta: 7-day click + 1-day view. Default Google: 30-day click (data-driven).
Shorter windows = more conservative reported ROAS.
Attribution Window defines how many days after an ad click or view a conversion is credited to that ad.
Attribution Window = N days post-interaction during which conversions are creditedThe operator's read on Attribution Window
The attribution window choice is one of the biggest variables in reported ROAS. A 28-day click attribution claims credit for a conversion that happened 27 days after the last ad click — when many other touches occurred between. For honest attribution, prefer 7-day click + no view. For platform optimization, defaults work but interpret reported numbers with the window in mind.
India 2026 benchmarks — Attribution Window
- Recommended attribution: 7-day click for honesty
- Meta default: 7-day click + 1-day view (inflates ROAS)
- Google default: 30-day click data-driven (inflates further)
- Click-only difference: typically 25–50% lower reported ROAS
- Attribution windows for B2B SaaS (long sales cycle): 28-day click reasonable
Common mistakes to avoid
- Using default attribution and treating reported numbers as honest.
- Comparing ROAS across platforms with different attribution windows.
- Not documenting the chosen window in reporting (changes interpretation).
- Switching windows mid-campaign (breaks trend analysis).
Frequently asked questions
What's a typical Attribution Window value in India?
India 2026 benchmarks vary by category: Recommended attribution: 7-day click for honesty; Meta default: 7-day click + 1-day view (inflates ROAS); Google default: 30-day click data-driven (inflates further). Bands compress in saturated CPM regimes and widen as products move from impulse to considered. The right benchmark for your business depends on stage, gross margin, and channel mix.
What are the most common mistakes when tracking Attribution Window?
Three mistakes recur most often: Using default attribution and treating reported numbers as honest.; Comparing ROAS across platforms with different attribution windows.; Not documenting the chosen window in reporting (changes interpretation).. The simplest defense is to define each metric explicitly in your reporting playbook and avoid mixing definitions across teams.
How does Attribution Window relate to other unit-economics metrics?
Attribution Window is most useful in context. Pair it with VIEW-THROUGH-CONVERSION and ROAS to build a complete picture. Attribution Window alone can mislead — the relationship between metrics matters more than any single number.
Should I optimize Attribution Window or accept industry-standard values?
Optimization depends on your stage. Early-stage businesses often have Attribution Window values outside healthy bands and need to fix structural issues (audience, creative, retention) before chasing the metric. Established businesses can compound through marginal improvements. Frameleads' Growth System maps which lever moves which metric in your specific category.
How Attribution Window behaves per industry
Attribution Window is a universal metric, but its band, drivers, and optimisation levers vary by category. Drill into the industry-specific version below for the deep view.
- Attribution Window for Real Estate DevelopersCAC 3,500–35,000 ₹ · CPC 40–280 ₹Open
- Attribution Window for D2C BrandsCAC 250–2,200 ₹ · CPC 8–60 ₹Open
- Attribution Window for B2B SaaS StartupsCAC 15,000–3,00,000 ₹ · CPC 50–1,200 ₹Open
- Attribution Window for Healthcare Clinics & HospitalsCAC 500–15,000 ₹ · CPC 15–250 ₹Open
- Attribution Window for Education & EdTechCAC 400–4,500 ₹ · CPC 12–160 ₹Open
- Attribution Window for Financial ServicesCAC 1,500–20,000 ₹ · CPC 30–950 ₹Open
- Attribution Window for Professional ServicesCAC 800–12,000 ₹ · CPC 20–500 ₹Open
- Attribution Window for Restaurants, Cafes & Cloud KitchensCAC 150–2,500 ₹ · CPC 8–120 ₹Open
- Attribution Window for Fashion & Apparel D2CCAC 200–1,200 ₹ · CPC 10–55 ₹Open
- Attribution Window for Gyms, Studios & Fitness AppsCAC 250–1,800 ₹ · CPC 12–80 ₹Open
- Attribution Window for Automotive Dealers & OEMsCAC 600–4,500 ₹ · CPC 18–120 ₹Open
- Attribution Window for Manufacturing & MSMEsCAC 3,000–35,000 ₹ · CPC 25–220 ₹Open
Long-form guides on related topics
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Sources & references
Cited primary and analyst sources. Independent of Frameleads' own data.
- IBEF — India Brand Equity Foundation: Indian Industry Reports — IBEF (Ministry of Commerce & Industry)
Sector-level market size, growth, and policy context for Indian industries.
- IAMAI — Internet & Mobile Association of India — IAMAI
Digital advertising industry body; reports on India internet user base, ad spend, and platform shares.
- MoSPI — Ministry of Statistics and Programme Implementation — Government of India
Primary source for India macro-economic indicators (CPI, GDP, household consumption).
- ASCI Code for Self-Regulation of Advertising in India — Advertising Standards Council of India
Mandatory baseline for all advertising claims in India — including digital, influencer, and comparative ads.
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