Glossary · Attribuer

Attribution window

The attribution window is the maximum delay between a click and a conversion for that click to be credited with the conversion. Beyond it, the click still exists in the statistics, but it no longer receives any sale.

Relier une vente à ce qui l’a produite — et refuser d’inventer quand le fil manque. The forty terms of the trade

What it is for

It stops the measurement tying anything to anything. Without a window, a click from two years ago could receive the credit for today's purchase — arithmetically possible and commercially absurd. It is therefore the common-sense guardrail of an attribution engine.

How it is chosen

You set it on the real decision time of the product sold. An impulse purchase at €15 is decided in a day; a €4,000 engagement takes six weeks. A window shorter than the sales cycle loses real sales; a longer one manufactures false ones.

The classic mistake

Stretching it until the figures look good. A 90-day window on a product decided in two days no longer measures a campaign: it catches everything that passes and credits it.

Attributed sale

What the window really sets

Too short a window loses real sales. Too long a window manufactures false ones.

There is no universally right value — only the time your customers actually take to decide.

The cookie that carries this delay, and what it holds

What Subtraq does with it

Each client workspace sets its own, from 7 to 90 days, 30 by default. The click cookie's lifetime follows that window instead of a fixed value, and caps at 30 days: a cookie outliving the window would suggest a match the engine then refuses.