Lookback-Window
Description
A Lookback Window is the time frame in which user actions (like installs) are eligible for attribution after an ad interaction.
Definition
Lookback Window, also known as the attribution window, is the duration between a user's interaction with an ad and the resulting conversion. If the conversion happens within this period, the ad is credited.
Why Is Lookback-Window Important for App Marketers?
It impacts how accurately campaigns are credited for conversions, affecting ROI analysis and channel effectiveness. The right lookback window ensures that marketers measure what truly influenced the user.
Where You Can Use Lookback-Window
MMP platforms, SKAdNetwork, attribution modeling, UA dashboards, post-install analysis.
What Are the Best Practices
- Match window to app type, test multiple durations (1, 7, 30 days), align with MMPs, use short windows for clicks and longer for views, monitor for fraud patterns.