Definition
Windows define the credit period - Meta defaults to 7-day click plus 1-day view, Google offers 30-90 day options. Longer windows flatter upper-funnel channels; shorter windows favor bottom-funnel capture. Comparing platforms with different windows produces fake winners.
Why it matters
Standardizing windows in reporting is the fastest way to end platform-blame arguments inside a growth team.
Benchmarks
7-day click is the pragmatic default for most e-commerce decisions
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