Attribution Lookback Window

Learn what the Lookback Window is and how to configure it.

For more Singular attribution concepts, see Introduction to Singular Attribution and Device Fingerprinting Methodology.

 

The Lookback Window is used to determine how far back the attribution algorithm should search for the matching click of an INSTALL event.

Note: In Singular, the default value of the lookback window is 7 days. You can set it to up to 30 days after an ad was clicked. You can adjust the window in the Partner configuration screen.

In the process of attributing an install to a click, the Singular tracker uses one of several attribution methods (see Singular Attribution). In addition, it takes into consideration the Attribution Lookback Window to better and more accurately complete the attribution process. This means, that attribution will occur only if the time passed between the click and install is lower than or equal to the Lookback window.

For example, in case the lookback window is set to 7 days, and the INSTALL event arrived 3 days after the matching click, the install will be attributed to that click.

If the INSTALL event arrived after 9 days of a click belong to a source that is set with a lookback window of 7 days, the INSTALL will be attributed as Organic.

Notes:

  • The lookback window can be configured differently for each partner through the Partner Configuration page.
  • If the attribution algorithm finds two matching clicks within the lookback window, the install is attributed to the latest click (the one closer to the install).
  • If there is no matching click within the lookback window, the install is attributed as Organic, even if there is a matching click outside the window.
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