Learn what the Lookback Window is and how to configure it.
What is the Lookback Window?
The attribution lookback window is a setting that determines how far back the attribution algorithm should search for the click (or view) that led to an install event.
Singular's attribution service will only attribute an install to a click/view if the time between the click/view and the install is lower than or equal to the number of days set in the lookback window.
For example: if the lookback window is set to 7 days, and an associated click happened 3 days before the install, the install may be attributed to that click. If an associated click happened 8 days before the install, that click will be ignored.
If there are no clicks within the attribution window (or if all clicks within the attribution window have been found to be fraudulent - see Singular Fraud Prevention), the install will be attributed as organic.
How is the Lookback Window Configured?
In Singular, the default lookback window is 7 days. You can set it to up to 30 days in the Partner Configuration page (Attribution > Partner Configuration).
You can set a different lookback window for each partner.
We strongly recommend setting the lookback window in Singular to match the lookback window configured in the partner's dashboard. Otherwise, you may get significant discrepancies between the data reported by Singular and the data in the partner's dashboard, because the two platforms will make different attribution decisions. See our Facebook Discrepancies Troubleshooting Guide for an example.