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{term}?","lxyPsyClqTqVxZhmfDihDsuAz7Al3t22gFHKeu2Lza8",{"entry":321,"document":359,"toc":464},{"id":322,"title":323,"aliases":324,"category":294,"cta":325,"date":328,"description":329,"draft":330,"draftReason":324,"extension":331,"meta":332,"navigation":324,"ogImage":324,"path":333,"readMinutes":334,"related":335,"robots":324,"schemaOrg":324,"seo":341,"short":327,"sitemap":343,"sources":344,"stem":357,"updatedAt":324,"__hash__":358},"glossary_en\u002Fglossary\u002Fattribution-window.md","Attribution window",null,{"title":326,"body":327},"See it on your own shop, free.","The period after a click or view in which a resulting order still counts as the ad’s. Change the window and the same campaign changes ROAS.","2026-10-23","An attribution window is how long after a click an order still counts as ad-driven. Why windows differ by platform and inflate cross-platform ROAS comparisons.",false,"md",{},"\u002Fglossary\u002Fattribution-window",3,[336,337,338,339,340],"incrementality","true-roas","acos","ad-waste","gmv-max",{"title":342,"description":329},"What is an Attribution Window? Marketplace Ads | DataGlass",{"loc":333},[345,349,353],{"title":346,"url":347,"note":348},"Attribution (marketing) — overview","https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FAttribution_(marketing)","Background on attribution models, lookback windows, and the last-touch convention most marketplace ad platforms apply by default.",{"title":350,"url":351,"note":352},"Shopee Ads Thailand — ROAS definition","https:\u002F\u002Fads.shopee.co.th\u002Flearn\u002Ffaq\u002F493\u002F1641","Shopee reports ROAS from ad-attributed sales; the attribution rules that determine which orders enter that numerator are platform-defined and documented separately from the metric itself.",{"title":354,"url":355,"note":356},"TikTok for Business — Help Centre, ad metrics","https:\u002F\u002Fads.tiktok.com\u002Fhelp\u002F","TikTok documentation of click-through and view-through attribution settings and their effect on reported conversions.","glossary\u002Fattribution-window","_YMapChPpDevq3ctckGvLxkM8vKYQKxq0nlBKMdX2Q4",{"frontmatter":360,"meta":368,"nodes":394},{"title":323,"description":329,"seo":361,"short":327,"category":294,"related":362,"date":328,"sources":363,"cta":367,"readMinutes":334},{"title":342,"description":329},[336,337,338,339,340],[364,365,366],{"title":346,"url":347,"note":348},{"title":350,"url":351,"note":352},{"title":354,"url":355,"note":356},{"title":326,"body":327},{"toc":369},{"title":370,"searchDepth":371,"depth":371,"links":372},"",2,[373,376,379,382,385,388,391],{"id":374,"depth":371,"text":375},"example","Example",{"id":377,"depth":371,"text":378},"why-do-platforms-use-different-windows","Why do platforms use different windows?",{"id":380,"depth":371,"text":381},"what-is-the-difference-between-click-through-and-view-through-attribution","What is the difference between click-through and view-through attribution?",{"id":383,"depth":371,"text":384},"how-should-sellers-handle-the-window-in-practice","How should sellers handle the window in practice?",{"id":386,"depth":371,"text":387},"why-it-matters","Why it matters",{"id":389,"depth":371,"text":390},"in-dataglass","In DataGlass",{"id":392,"depth":371,"text":393},"where-this-shows-up","Where this shows up",[395,399,402,411,413,416,418,421,423,426,428,431,436,438,441,443],[396,397,398],"p",{},"An attribution window is the period following an ad interaction during which a subsequent order is credited to that ad. Marketplace ad platforms define their own windows, distinguish click-through from view-through interactions, and apply their own tie-breaking rule when a shopper touched several ads before buying. The window is a reporting convention, not a physical fact: the same shopper, the same purchase, and the same campaign can produce different attributed revenue on two platforms purely because the windows differ. Every ROAS, ACOS, and cost-per-order figure a seller reads inherits whatever window produced it.",[400,401,375],"h2",{"id":374},[403,404,406],"pre",{"language":405},"text",[407,408,410],"code",{"class":409},"language-text","A shopper clicks a Shopee ad on Monday, does not buy, returns through search\non Thursday and buys a ฿1,200 item.\n\nInside the window: the order is ad-attributed. Campaign ROAS rises.\nOutside the window: the order is organic. Campaign ROAS falls.\n\nSame shopper, same purchase, same ad. Only the reporting rule changed.",[400,412,378],{"id":377},[396,414,415],{},"Because the window encodes a belief about how long an ad keeps working, and each platform holds a different one. A marketplace search ad reaches a shopper already close to purchase, so a short window is defensible. A short-form video ad reaches someone who was not shopping at all, so its platform argues for a longer window and for counting views as well as clicks. Neither is wrong on its own terms. The problem appears when a seller compares the two: a longer window with view-through counting will always report more attributed revenue for the same real effect, so the platform with the more generous convention looks like the better channel.",[400,417,381],{"id":380},[396,419,420],{},"Click-through attribution credits an ad only when the shopper clicked it. View-through attribution also credits ads that were merely displayed, on the theory that exposure influenced the later purchase. View-through is far weaker evidence, because being shown an ad is close to costless as a signal — a large share of people shown any ad for a popular product would have bought it anyway. When a platform reports a combined figure, the view-through portion is the part most likely to be non-incremental, and it is worth reading the two separately whenever the reporting allows it.",[400,422,384],{"id":383},[396,424,425],{},"Three habits cover most of the damage. Fix a window per platform and stop changing it, so that period-over-period comparisons mean something. Never compare raw ROAS across platforms whose windows differ; compare cost per acquired order against unit contribution instead, which is at least denominated in the same currency of truth. And treat total revenue against total ad spend as a sanity check on the sum of attributed figures — when attributed revenue across campaigns approaches or exceeds total shop revenue, the windows are double-counting and the individual campaign numbers cannot all be true.",[400,427,387],{"id":386},[396,429,430],{},"Attribution windows are the most consequential invisible setting in marketplace advertising. Sellers make budget decisions by comparing reported ROAS across campaigns and platforms, and those comparisons silently assume a common measurement standard that does not exist. A channel can win the budget on nothing more than a more generous crediting rule.",[432,433,435],"blog-callout",{"title":434},"Common mistake","Reading attributed revenue as caused revenue. Attribution answers “which ad touched this order last, within the window?”. It never answers “would this order have happened anyway?”. Those are different questions, and only a holdout test answers the second one.",[400,437,390],{"id":389},[396,439,440],{},"DataGlass reads each platform’s attributed orders as the platform reports them and then re-prices those same orders with real economics, so the attribution convention affects which orders are in scope but never what an order is worth. Where the attributed figures across a shop stop reconciling with total order data, the discrepancy is surfaced rather than absorbed.",[400,442,393],{"id":392},[444,445,446,452,458],"ul",{},[447,448,449],"li",{},[450,451,12],"a",{"href":13},[447,453,454],{},[450,455,457],{"href":456},"\u002Fph\u002Fblog\u002Fplatform-roas-vs-true-roas","Platform ROAS vs true ROAS: why your ads make sales but no profit",[447,459,460],{},[450,461,463],{"href":462},"\u002Fph\u002Fblog\u002Fhow-to-calculate-true-shopee-roas","How to calculate true Shopee ROAS for profit",[465,466,467,468,469,470,471],{"id":374,"depth":371,"text":375},{"id":377,"depth":371,"text":378},{"id":380,"depth":371,"text":381},{"id":383,"depth":371,"text":384},{"id":386,"depth":371,"text":387},{"id":389,"depth":371,"text":390},{"id":392,"depth":371,"text":393},{"id":473,"categories":474,"domain":481,"extension":5,"fallback":482,"home":485,"industry":494,"meta":499,"pricing":500,"stem":512,"__hash__":513},"og_en\u002Fen\u002Fog.yml",[475,476,477,478,479,480],{"slug":289,"label":290},{"slug":292,"label":27},{"slug":294,"label":295},{"slug":297,"label":298},{"slug":303,"label":304},{"slug":306,"label":48},"dataglasslabs.com",{"title":483,"description":484},"DataGlass","The decision engine for Shopee, Lazada and TikTok Shop sellers.",{"chart":486,"metrics":487},"Net profit, last 30 days",[488,491],{"label":489,"value":490},"Net profit","฿1.24M",{"label":492,"value":493},"Profit ROAS","3.4x",{"axis":495,"point":496},"Ad spend",{"label":497,"value":498},"Next baht still pays","+฿0.42",{},{"plans":501},[502,506,509],{"name":503,"price":504,"period":505},"Free","฿0","\u002Fmonth",{"name":507,"price":508,"period":505},"Standard","฿1,499",{"name":510,"price":511,"period":505},"Pro","฿2,499","en\u002Fog","63L8y4Lv8I2q3NvR26fMXU1sE9Wd7TZaz2l_tV6oZuo",[],[516,520,524,528,532],{"path":517,"title":518,"short":519,"draft":330},"\u002Fglossary\u002Fincrementality","Incrementality","The sales an ad actually caused, as opposed to the sales it was credited with. Usually a much smaller number.",{"path":521,"title":522,"short":523,"draft":330},"\u002Fglossary\u002Ftrue-roas","True ROAS","Advertising return after platform fees, COGS, vouchers, and fulfillment — the profit-aware number platform dashboards rarely show.",{"path":525,"title":526,"short":527,"draft":330},"\u002Fglossary\u002Facos","ACOS","Advertising Cost of Sales — ad spend as a percentage of attributed revenue. The mirror of ROAS, and just as blind to cost.",{"path":529,"title":530,"short":531,"draft":330},"\u002Fglossary\u002Fad-waste","Ad waste","Ad spend that did not pay back after fees, COGS, and fulfillment — the unprofitable share of a marketplace ad budget.",{"path":533,"title":534,"short":535,"draft":330},"\u002Fglossary\u002Fgmv-max","GMV Max","Shopee’s automated campaign type — the platform takes targeting, bidding, and placement, and you keep only the budget and the ROAS target.",1792785031925]