Windows
Choosing attribution windows on purpose
Default windows feel safe because vendors ship them. They are not tailored to your median time from first open to paid conversion. Borrowing a seven-day click window for a product that converts on day eighteen simply flatters short-cycle channels.
Start with latency
Pull a distribution of time-to-value for the last two quarters. Mark the 50th and 80th percentiles. Those numbers should bound the debate before anyone opens MMP settings.
Separate click and view
View-through windows deserve extra skepticism on mobile. If you keep them, document the creative formats allowed and the maximum duration. Silent one-day view windows can still dominate budgets when volume is high.
Re-engagement discipline
Re-engagement windows should reflect how often you legitimately win users back — not how long a partner wants credit. Write the rule in the same document as your event taxonomy so newcomers inherit intent.