Attribution Window

The attribution window is the time period after seeing or clicking your ad in which a conversion still gets credited to that ad.

You set it at the ad-group level, choosing a click window of 1, 7, 14, or 28 days and a view window of Off, 1, or 7 days. If someone converts inside that window, TikTok counts the sale for your ad. Convert after it closes, and the ad gets no credit, even though the ad may well have started the whole thing.

Say you run a 7-day click window. A shopper taps your ad Monday, thinks it over, and buys the following Sunday. That sale lands inside the window, so it counts. Buy a day later and it falls outside, so it does not. Open your own ad group and check which windows you picked before you compare results, because a longer window will always show more conversions.

The important catch is that the window locks once the ad group is published. You cannot widen or narrow it after the fact, so two ad groups on different settings are never a fair comparison, and you have to decide the window before you launch.

Set the clock before you hit go, because you do not get to reset it.