Is there a time window limitation for attributing view-through conversions?

Yes, Bing Ads (now Microsoft Advertising) has a time window limitation for attributing view-through conversions. This time window, known as the attribution window, defines the period during which a conversion is attributed to an ad impression after it is viewed but before a user takes a conversion action (such as making a purchase, filling out a form, etc.).

Time Window for View-Through Conversions:
Standard Attribution Window: The default time window for view-through conversions in Microsoft Ads is 28 days. This means that if a user views an ad but does not immediately click on it, Microsoft Ads will track a view-through conversion if the user later takes a conversion action within 28 days of viewing the ad.

Adjusting the Attribution Window: Advertisers can adjust the attribution window depending on their campaign goals and the buying cycle of their products or services. For example:

If a business has a long sales cycle (such as for high-ticket items), they may want to extend the attribution window beyond the default 28 days.

On the other hand, for impulse purchases or quick decisions, a shorter window (e.g., 7 days) might be more appropriate.

Influence of Different Attribution Models: The attribution model (such as last-click attribution or first-click attribution) may also impact how conversions are tracked in relation to the time window. However, view-through conversions are typically attributed based on the impression, and the time window defines how far out from the ad view the conversion is considered valid.

Maximizing Conversion Tracking: By adjusting the attribution window, you can better match the time frame in which your audience typically converts after an impression. For example, if customers often need several days or weeks to research a purchase decision, a longer attribution window may better capture the impact of your ads.

Limitations to Tracking:

After the window expires, view-through conversions are no longer attributed to the initial ad impression.

For multi-channel campaigns, the view-through conversion might be influenced by other marketing touchpoints, but only the events within the chosen attribution window will count.

In summary, Microsoft Ads provides flexibility with the attribution window for view-through conversions, but it typically defaults to a 28-day period. Advertisers can adjust this window according to the nature of their business and the expected time between ad exposure and conversion, ensuring that they track and attribute conversions as accurately as possible.