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Attribution window

Updated 20 August 2026

An attribution window is the period after someone clicks or views an ad during which a later conversion is still credited to that ad. It is configured on the ad set in Meta Ads Manager, and two different windows can report different ROAS for the same campaign.

Key facts about Attribution window

Also known as
Attribution setting, Conversion window
Category
Metrics
Last updated
20 August 2026

In AdOps

How does Attribution window work inside AdOps?

AdOps sets no attribution window of its own. The batched Insights read that rule conditions are evaluated against is issued with use_unified_attribution_setting=true, so conditions use whatever attribution setting is already configured on the ad set in Ads Manager.

The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected. Sample data
Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators. Read the details

An attribution window is how long a conversion can happen after a click or a view and still be credited to the ad. AdOps never chooses one. The Insights read that rule conditions are evaluated against carries use_unified_attribution_setting=true, so the numbers a rule sees follow the setting already configured on the ad set.

Why does the attribution window change your ROAS?

The same campaign reports different revenue under different windows, because a longer window credits more late conversions to the ad. A campaign showing Rp 42,000,000 of purchase value under a 7-day click window may show Rp 33,000,000 under a 1-day click window on identical spend of Rp 12,000,000, moving Purchase ROAS from 3.5x to 2.75x.

How does AdOps avoid an attribution mismatch?

By not having an opinion. Because AdOps asks Meta for the unified attribution setting, a Purchase ROAS threshold written in a rule is measured the same way as the Purchase ROAS shown in Ads Manager. That scope covers the main rule-evaluation read and the Purchase ROAS and Aggregated ROAS dashboard cards.

Is the attribution window the same as the reporting period?

No. The attribution window decides which conversions belong to the ad. The reporting period decides which days of data a metric is calculated over, and in AdOps that is a separate per-condition setting with 11 options, from Today through Last 30 days to Lifetime.

Glossary

The terms an advertiser usually reads in the same sitting.

Lookback period
A lookback period is the range of past days a reported metric is calculated over, such as the last 7 days or the current month; it decides which data forms the number, not which conversions are credited to the ad.
Purchase ROAS
Purchase ROAS is the return-on-ad-spend figure Meta reports for purchase conversions: the purchase conversion value Meta attributes to a set of ads, divided by the amount spent on those ads.
ROAS
Return on ad spend (ROAS) is the revenue attributed to a set of ads divided by the amount spent on those ads, expressed as a ratio such as 3.5x.
All glossary terms

Turn this metric into a rule that watches it.

Pick the metric, pick one of the 11 reporting periods, set the threshold, and choose what happens when it is crossed. Nothing runs on your campaigns until you set the rule live.

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Inside the product

What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works