Understanding Meta Ads attribution windows
A practical guide to reading Meta Ads results in the context of click and view attribution windows.
What an attribution window changes
An attribution window controls which conversions Meta associates with an ad interaction. It changes reporting credit, not the underlying customer event. Two reports can therefore describe the same delivery while assigning different conversion totals.
Compare like with like
Keep account, timezone, attribution setting, reporting dates, and conversion-action definitions fixed. A comparison is unreliable when any of those identities change between periods.
How STSearch handles it
STSearch stores the attribution and query identity with every persisted fact. Conversion-derived metrics remain unavailable when the reporting contract is unknown or untrusted.