When a user converts after viewing or clicking an ad, the conversion's attribution is determined by the timing of past events. Post-view or post-click conversions are counted based on a lookback window. The following lookback windows will be used in examples 1 - 6 below:
- Post-view window (to count impressions): 10 days
- Post-click window (to count clicks): 15 days
The conversion is attributed to the last event within the two lookback windows, with clicks taking precedence over impressions.
Example 1: Impressions and clicks inside the lookback windowsA conversion that occurred on March 10th was attributed to the last click within the lookback window.
| Event | Type | Date |
|---|---|---|
| 1 | Impression | March 1 |
| 2 | Click | March 2 |
| 3 | Impression | March 3 |
| 4 | Impression | March 4 |
| Result: March 10th post-click conversion counted, and attributed to event 2. |
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A conversion that occurred on March 20th was attributed to the last impression within the lookback window. Note that the March 2nd click fell outside of the window.
| Event | Type | Date |
|---|---|---|
| 1 | Impression | March 1 |
| 2 | Click | March 2 |
| 3 | Impression | March 14 |
| 4 | Impression | March 23 |
| Result: March 20th post-view conversion counted, and attributed to event 3. |
||
A conversion that occurred on March 10th was attributed to the last click within the lookback window.
| Event | Type | Date |
|---|---|---|
| 1 | Click | March 1 |
| 2 | Click | March 2 |
| 3 | Impression | March 3 |
| 4 | Impression | March 5 |
| Result: March 10th post-click conversion counted, and attributed to event 2. |
||
A conversion that occurred on March 10th was attributed to the last impression within the lookback window.
| Event | Type | Date |
|---|---|---|
| 1 | Impression | March 1 |
| 2 | Impression | March 3 |
| 3 | Impression | March 4 |
| 4 | Impression | March 5 |
| Result: March 10th post-view conversion counted, and attributed to event 4. |
||
A conversion that occurred on March 15th wasn't attributed because all impressions and clicks fell outside of the lookback window.
| Event | Type | Date |
|---|---|---|
| 1 | Impression | March 1 |
| 2 | Impression | March 2 |
| 3 | Impression | March 3 |
| 4 | Impression | March 18 |
| Result: March 15th post-view conversion not counted, no attribution. |
||
A conversion that occurred on March 20th wasn't attributed because all impressions and clicks fell outside of the lookback window.
| Event | Type | Date |
|---|---|---|
| 1 | Impression | March 1 |
| 2 | Click | March 3 |
| 3 | Impression | March 4 |
| 4 | Impression | March 23 |
| Result: March 20th post-view/ click conversion not counted, no attribution. |
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