Attribution Windows

Attribution windows define the maximum time between a marketing touchpoint (like an ad click) and a conversion (like a payment) for the touchpoint to receive credit.

Default windows

How windows work

When a customer converts (e.g., makes a payment), Atribu looks back in time for touchpoints:

• If the customer clicked an ad within the click window (default 30 days), the touchpoint gets credit
• If the customer saw an ad within the view-through window (default 24 hours) but didn't click, the impression may get credit
• For first-touch attribution, Atribu looks as far back as the first-touch window (default 90 days) to find the original discovery touchpoint

Configuring windows

Best practices

• Match your sales cycle: If most customers buy within 2 weeks, a 14-day window is more accurate than 90 days
• Be consistent: Changing windows frequently makes period-over-period comparisons unreliable
• Use view-through conservatively: A 24-hour view-through window means someone who saw (but didn't click) your ad yesterday gets credit if they buy today. This can inflate attribution.

Recommendation from your sales cycle

For every customer whose first payment landed in the last 12 months, Atribu measures how many days passed from their first ad to that payment. With 10 or more measured customers it recommends:

• First touch: a window covering 80% of those customers (at most 365 days).
• Click: a window covering the median (at most 90 days). A year-long click window would let an old click take credit from the click that closed the sale; the long tail is the first-touch window's job.

The recommendation never shortens a window. It shows above the fields with an «Apply recommendation» button, which saves exactly like «Save» and recomputes your numbers. GET /api/v1/profile/attribution-settings/recommendation returns the same measurement (scope analytics:read).

Cash window

For high-ticket sales that close long after the ad click, cash_window_days overrides the click/first-touch windows for cash conversions only. Leads and appointments always use the normal windows above; only a cash conversion checks this wider window when it is set. Leave it unset (null, the default) to use the normal windows for cash too.

API

GET / PATCH /api/v1/profile/attribution-settings read and write the same four windows this page configures. Scope: analytics:read for the GET, goals:write for the PATCH.

Get the current windows

GET /api/v1/profile/attribution-settings

curl -H "Authorization: Bearer atb_live_YOUR_KEY" \
  "https://www.atribu.app/api/v1/profile/attribution-settings"

import { AtribuClient } from "@atribu/node";

const client = new AtribuClient({ apiKey: "atb_live_YOUR_KEY" });
const settings = await client.profile.attributionSettings();

{
  "data": {
    "click_window_days": 30,
    "view_window_hours": 24,
    "first_touch_window_days": 90,
    "cash_window_days": null
  },
  "meta": { "profile_id": "..." }
}

A profile with no attribution-settings row yet returns these same defaults — there is nothing to configure before your first change.

Update the windows

PATCH /api/v1/profile/attribution-settings

A partial update — send only the fields you want to change; an omitted key is left untouched. Send "cash_window_days": null to clear the override.

Every successful call queues a full-profile attribution replay, since a window change redefines which touches attach to which conversion retroactively — reported back as replay_queued (and replay_error when the replay could not be queued; the setting itself is still saved).

curl -X PATCH \
  -H "Authorization: Bearer atb_live_YOUR_KEY" \
  -H "Content-Type: application/json" \
  -d '{"click_window_days": 14}' \
  "https://www.atribu.app/api/v1/profile/attribution-settings"

const result = await client.profile.updateAttributionSettings({
  click_window_days: 14,
});

{
  "data": {
    "click_window_days": 14,
    "view_window_hours": 24,
    "first_touch_window_days": 90,
    "cash_window_days": null,
    "replay_queued": true,
    "replay_error": null
  },
  "meta": { "profile_id": "..." }
}

An out-of-range value answers 400 invalid_parameter, naming the field:

{
  "error": {
    "code": "invalid_parameter",
    "message": "click_window_days must be an integer between 1 and 365",
    "status": 400,
    "request_id": "..."
  }
}

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