GLOSSARY

Attribution Window

An attribution window is a specific timeframe during which a marketing attribution provider or media partner tracks ad clicks or impressions to determine if they have resulted in an app installation or other conversions. This window is often configurable but is typically set at around seven days. If a click or impression occurs within this window and leads to an install, the publisher responsible for generating the click or impression can take credit for the conversion. Mobile measurement partners (MMPs) employ the last-click attribution model, wherein the conversion is attributed to the last click prior to the install. The purpose of establishing an attribution window is to account for delayed conversions and differentiate between organic and ad-driven installs.

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