Reference

Attribution windows by ad platform

The default attribution window on every major ad, analytics and email platform, what you can change it to, and whether a change rewrites past data. Every cell is sourced to the platform's own documentation, checked on 9 November 2026. Where a page could not be loaded, the notes say so.

Ad platforms

Ad platforms: default attribution windows
Platform	Default window	What you can choose	Where it's set	Rewrites past data?	Sale dated to
Meta Ads	7-day click, 1-day view (plus 1-day engage-through on video)	Ad set: 1 or 7-day click; 1-day engage-through; 1-day view or none. Reports can also show 28-day click	Each ad set	Not documented	Not documented
Google Ads	30-day click, 3-day engaged view, 1-day view-through	Click 1 to 90 days (by conversion source); engaged view and view-through 1 to 30 days	Each conversion action	No, applies going forward	Click date (the "by conv. time" columns use the conversion date)
Microsoft Ads	1-day view-through; click window set on each goal	Click window up to 90 days; view-through window you set	Each conversion goal	Not documented	View-throughs: impression date. Clicks: not documented
TikTok Ads	7-day click, 1-day view	Click 1, 7, 14 or 28 days; view off, 1 or 7 days	Attribution Manager	Not documented	Not documented
Pinterest Ads	30-day click, 1-day view	Combinations of 1, 7, 30 and 60 days (60 days not in Conversion Insights)	Conversion window menu in reporting; can be saved as the account default	Not documented	Choose ad event date or conversion date (offline conversions report)
Snapchat Ads	28-day swipe (click), 1-day view	Swipe 1, 7 or 28 days; view none, 1, 3 or 6 hours, 1 or 7 days	Per report (Marketing API stats request)	Not documented	Conversion date by default; impression date available
Reddit Ads	28-day click, 1-day view (recommended setting)	Click and view 1, 7 or 28 days; view never longer than click	Events Manager, for every campaign in the account	Not documented	Not documented
LinkedIn Ads	30-day click, 7-day view	Campaign Manager: 1, 7 or 30 days. Conversions API: also 90, and 180 or 365 for some types	Each conversion rule	Not documented	Not documented
ChatGPT Ads	Click window you choose; view-through fixed at 1 day	Click 7, 14 or 30 days (per OpenAI Help; confirm in Ads Manager)	Ads Manager	Not documented	Click date by default

Analytics and Shopify

Analytics and Shopify: default attribution windows
Platform	Default window	What you can choose	Where it's set	Rewrites past data?	Sale dated to
GA4	30 days for acquisition key events; 90 days for all other key events	Acquisition 7 or 30 days; others 30, 60 or 90 days	Property attribution settings	No, applies going forward	Not documented
Shopify	No window setting; last non-direct click model	Models: last non-direct click, last click, first click, any click, linear	The model is chosen per report	No window to change; the model is picked per report	Not documented

Email and SMS

Email and SMS: default attribution windows
Platform	Default window	What you can choose	Where it's set	Rewrites past data?	Sale dated to
Klaviyo	Email open or click 5 days; SMS click 5 days; SMS delivered 12 hours	Days or hours, up to 90 days	Account attribution settings	Yes, within about 36 hours (up to 3 changes in 30 days)	Message send date
Omnisend	Email 7 days; SMS 24 hours; push 24 hours	Adjustable in store settings	Store settings, Sales attribution	Yes, all historical reports are recalculated	Send date by default; order date available in Sales Reports
Postscript	7-day click, 24-hour view	Adjustable in tracking settings	Shop tracking settings	No, past analytics are not recalculated	Not documented

"Not documented" means the platform's own documentation doesn't say. We don't fill gaps from third-party blogs. Spotted a change? Email hello@theprismapp.com and we'll update the table.

How to use this table

An attribution window is how long after someone clicks or sees an ad (or opens an email) a purchase can still be credited to it. Every platform sets its own, so the same order can be claimed by Meta, Google and Klaviyo at once. The attribution window glossary entry explains why that makes reports disagree. Use the table to:

Compare channels on the same terms. Meta on 7-day click against Google Ads on 30-day click favours Google. Line the windows up before moving budget.
Explain a reporting jump. If a window changed, check the "Rewrites past data?" column before comparing this month with last.
Line up dates. A platform that dates a sale to the click will show it on a different day from Shopify, which dates it to the order.

Platform details and sources

Meta Ads

Default: 7-day click, 1-day view (plus 1-day engage-through on video). Options: Ad set: 1 or 7-day click; 1-day engage-through; 1-day view or none. Reports can also show 28-day click.

From 12 January 2026, the Meta Ads Insights API no longer returns 7-day view or 28-day view results. 1-day click, 7-day click, 28-day click, 1-day engaged view and 1-day view are still available there.
In March 2026 Meta changed what counts as a click for website and in-store conversions: only link clicks count. Shares, saves and other clicks that are not link clicks move to "engage-through" attribution, the new name for engaged view. The video watch time for an engaged view dropped from 10 seconds to 5.
Meta’s help centre article on attribution settings could not be loaded when we checked. The default above is what Ads Manager applies to new website-conversion ad sets, as reported by Meta partners. Confirm it in your own Ads Manager.

Sources: Meta for Developers: Ads Insights API metric availability updates; Meta: Simplifying ad measurement for a social-first world (March 2026); Meta Marketing API: ad set reference (attribution_spec). Checked 9 November 2026.

Google Ads

Default: 30-day click, 3-day engaged view, 1-day view-through. Options: Click 1 to 90 days (by conversion source); engaged view and view-through 1 to 30 days.

The engaged-view default depends on the conversion type: 3 days for website, offline-import and store conversions, 2 days for App campaigns for installs, and 1 day for App campaigns for engagement, Video action, Demand Gen, Performance Max and App Connect in-app actions.
An engaged view means watching at least 10 seconds of a skippable in-stream ad (or all of it, if shorter), or 5 seconds of an in-feed ad. On Shorts it is 5 seconds, a call-to-action click, or a like, comment or share.

Sources: Google Ads Help: About conversion windows; Google Ads Help: About engaged-view conversions; Google Ads Help: Understand conversions by time. Checked 9 November 2026.

Microsoft Ads

Default: 1-day view-through; click window set on each goal. Options: Click window up to 90 days; view-through window you set.

View-through conversions apply to Audience ads and Search ads extended to the Audience network. They are included in "All conv." by default, which you can turn off in account-level options, and are never included in "All conv. CPA".

Sources: Microsoft Advertising Help: What are view-through conversions?; Microsoft Advertising Help: How do I create a conversion goal?. Checked 9 November 2026.

TikTok Ads

Default: 7-day click, 1-day view. Options: Click 1, 7, 14 or 28 days; view off, 1 or 7 days.

TikTok also offers engaged view-through attribution, for people who watch at least 6 seconds of an ad without clicking.
TikTok's help centre would not load when we checked this edition. The values match TikTok's Attribution Manager article as indexed by search, and our previous check.

Sources: TikTok Ads Help: Attribution Manager; TikTok Ads Help: About engaged view-through attribution. Checked 9 November 2026.

Pinterest Ads

Default: 30-day click, 1-day view. Options: Combinations of 1, 7, 30 and 60 days (60 days not in Conversion Insights).

When no window is selected, Pinterest shows data on the 30-day click, 1-day view setting.
The 1, 7, 30 and 60-day combinations come from Pinterest’s offline conversions article.

Sources: Pinterest Business Help: Review Conversion Insights; Pinterest Business Help: Offline conversions reporting. Checked 9 November 2026.

Snapchat Ads

Default: 28-day swipe (click), 1-day view. Options: Swipe 1, 7 or 28 days; view none, 1, 3 or 6 hours, 1 or 7 days.

These are the Marketing API reporting defaults. Snap’s Ads Manager help was not checked.
The 28-day view window is retired. Legacy data for it ends on 1 March 2021.

Sources: Snap for Developers: Measurement (Marketing API). Checked 9 November 2026.

Reddit Ads

Default: 28-day click, 1-day view (recommended setting). Options: Click and view 1, 7 or 28 days; view never longer than click.

If you choose click-through only, the default is 28 days.
Reddit’s article calls each setting the default in different places.

Sources: Reddit Business Help: Attribution. Checked 9 November 2026.

LinkedIn Ads

Default: 30-day click, 7-day view. Options: Campaign Manager: 1, 7 or 30 days. Conversions API: also 90, and 180 or 365 for some types.

The 180 and 365-day windows are listed in LinkedIn’s Conversions API for purchase, add-to-cart, application and lead conversion types (including qualified leads), on both click and view windows.

Sources: LinkedIn Marketing API: Conversions API schema; LinkedIn Help: Compare conversions with third-party reporting. Checked 9 November 2026.

ChatGPT Ads

Default: Click window you choose; view-through fixed at 1 day. Options: Click 7, 14 or 30 days (per OpenAI Help; confirm in Ads Manager).

View-through conversions are reported separately and are not added to the Conversions total, which stays click-through only. When a sale qualifies for both, the click wins.
The click-window options and the click-date default come from OpenAI’s help article as we read it on 6 November 2026. It would not load on this check.

Sources: OpenAI Developers: ChatGPT Ads measurement pixel; OpenAI Help: Measure results. Checked 9 November 2026.

GA4

Default: 30 days for acquisition key events; 90 days for all other key events. Options: Acquisition 7 or 30 days; others 30, 60 or 90 days.

GA4 calls this a lookback window. Acquisition key events are first_open and first_visit.
GA4 removed the first-click, linear, time-decay and position-based models in November 2023.

Sources: Analytics Help: Advertising and attribution settings. Checked 9 November 2026.

Shopify

Default: No window setting; last non-direct click model. Options: Models: last non-direct click, last click, first click, any click, linear.

If a visitor doesn’t buy within 30 days of a session, Shopify resets the first-interaction referrer.
Reports that combine a sales metric with a marketing dimension select last click by default.

Sources: Shopify Help: Marketing reports. Checked 9 November 2026.

Klaviyo

Default: Email open or click 5 days; SMS click 5 days; SMS delivered 12 hours. Options: Days or hours, up to 90 days.

These are the defaults for new accounts.
You can exclude Apple Mail Privacy Protection opens from attribution.

Sources: Klaviyo Help: How to change your attribution model; Klaviyo Help: Understanding message conversion tracking. Checked 9 November 2026.

Omnisend

Default: Email 7 days; SMS 24 hours; push 24 hours. Options: Adjustable in store settings.

Sources: Omnisend Help: How Omnisend attributes sales. Checked 9 November 2026.

Postscript

Default: 7-day click, 24-hour view. Options: Adjustable in tracking settings.

The view window counts anyone who received the message, whether or not they clicked.
An order that uses a Postscript coupon counts toward SMS even outside the window.

Sources: Postscript Help: Customize your attribution windows. Checked 9 November 2026.

Not in the table yet

Amazon Ads and Attentive are left out of this edition because their help pages could not be read to confirm the current defaults. We'll add them once we can source every cell.

Questions

Which attribution window should I use?

Match it to how long your customers take to buy. If many orders come more than a week after the first visit, a 7-day click window undercounts. Whatever you pick, use the same window when comparing channels.

Why do my ad platforms report more sales than Shopify?

Each platform credits any sale inside its own window, including some after a view with no click, and none of them knows what the others claimed. Shopify counts each order once. Meta Ads not matching Shopify walks through the full gap.

Does changing a window change past numbers?

On Google Ads, GA4 and Postscript, no: the new window only applies from then on. On Klaviyo and Omnisend, yes: past reports are recalculated. Note the date of any change so you can explain the jump later.