Why the platform's default attribution window is probably wrong for you

Ad platforms default to attribution windows — commonly seven-day click, one-day view — that were built as a general default, not tuned to any specific category's actual consideration period.

A low-consideration, low-price impulse category might genuinely convert within that window most of the time, making the default reasonable. A higher-consideration category — furniture, electronics, luxury — routinely sees meaningful conversion well beyond seven days, and the default window will systematically undercount those channels' true contribution.

Checking your own data's actual time-to-conversion distribution, and setting attribution windows to match it rather than accepting the platform default, is one of the highest-leverage, lowest-effort fixes available to most accounts.