Attribution Window
Attribution Window
Attribution Window is a timeframe within which the post-install in-app events can be attributed.

What is Attribution Window? 

Attribution Window, also known as a conversion window, is often widely understood as the specified duration after an ad interaction (click or impression) within which a conversion event (like a purchase, sign-up, or app install) is credited to that particular ad. This window can vary in length, typically set by advertisers or platforms, and is essential for accurately measuring the effectiveness of advertising campaigns by linking user actions directly to the marketing efforts that drove them. 

In Airbridge, there are two types of Attribution windows, each depending on the context: app installs or in-app events. For app installs, the predefined period is known as the Lookback Window. Conversely, for in-app events, the corresponding period is called the Attribution Window.

Attribution Window for Airbridge

Airbridge defines Attribution Window as a predefined period during which a user's in-app actions, following the app installation, can be attributed to a specific winning touchpoint. It is also worth noting that the below information is developed based on Airbridge’s definition of Attribution Window. Please keep that in mind to avoid any confusion.

Why is Attribution Window important?

Advertisers often wish to be equipped with not only the information up till the conversion point, but also further than that. Attribution Window technically helps to figure out the whole impact of the winning touchpoints to generate not just the conversion, but also the following in-app events. In other words, Attribution Window plays a vital role in answering the question “Beside the conversion, what are the other in-app events that the winning touchpoints help to generate?” 

How does Attribution Window work?

These knowledge is applicable to Airbridge’s dashboard only, so it might be a little different from other MMPs’ features. Be careful!

Overall, Airbridge can track different types of events within different time ranges, which are really up to your customization. Let’s take a deeper look at how it goes:


For Airbridge, there are 2 types of events that needs to be taken into account, Target Event and Subsequent Events

1. Target Events often refer to App Installs, Deeplink Opens, and Deeplink Pageviews. What you think should be Target Events like sign-up, sign-in, add-to-cart, and purchase are actually not. 

2. Rather, they are desired business outcomes and often categorized as Subsequent Events if they happen within the Attribution Window. The winning touchpoint for a Target Event also takes credit for Subsequent Events. 

Attribution process

Refer to this as an example. Given a 30-day attribution window, the sign-up and sign-in are considered as Subsequent Events, but the add-to-cart and purchase are not. Therefore, the winning touchpoint for the app install also takes credit for the sign-up and sign-in but not the add-to-cart and purchase.

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