An attribution window defines how long after someone clicks or views an ad a subsequent conversion will still be counted as caused by that ad — common settings include 7-day click, 1-day click, and 1-day view. A longer window generally reports more conversions but with weaker causal certainty, since more time has passed and more other touchpoints may have influenced the decision.
Comparing performance across accounts or time periods requires the attribution window setting to be consistent, since simply switching from a 7-day to a 1-day click window can make a campaign appear to suddenly perform worse, when in fact nothing about actual results changed — only how much credit is being counted.
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