Attribution Window

The span of time after a swipe or a view within which a later conversion still gets credited to the ad.

You set two windows in Snapchat: one for swipes, where the options are one, seven, or twenty-eight days, and one for views, which runs from one hour up to seven days. If the conversion happens inside the window, Snap attributes it to the ad; outside it, the ad gets no credit. The wider the window, the more conversions your reporting will claim.

Snap's default is twenty-eight-day swipe and one-day view. Someone swipes your ad, thinks about it for three weeks, and buys on day twenty. On the default that sale is credited to Snapchat; if you had narrowed the swipe window to one day, the same sale would show as unattributed and Snap would look far weaker.

You are comparing platforms that count differently. Snap's default swipe window is wider than what some other platforms report on, so identical performance can look better on Snapchat purely because of the window, not the media. Fix the windows across your channels before you decide one is beating another.

The window decides who takes credit. Set it the same everywhere or the comparison is fiction.