What is an attribution window?
It is the time period in which a conversion can still be credited to a previous click or view. Different platforms may use different default windows.
Measurement Topic
Tracking and Attribution
Tracking and attribution are where campaign proof lives. If you cannot explain what fired, who counted it, and which window applied, reporting becomes guesswork.
- Understand what happens between impression, click, landing page, and conversion.
- Learn why ad server, analytics, DSP, and MMP numbers rarely match exactly.
- Use symptom-first checks to isolate whether the issue is tagging, redirects, consent, or attribution logic.
Interview Questions
Core questions to know
What is a postback?
A postback is a server-to-server notification that a conversion happened, often including identifiers such as click ID, campaign ID, or value fields.
Why do conversion numbers differ between tools?
Differences usually come from attribution windows, click vs view-through counting, consent restrictions, timezone mismatches, or deduplication rules.
What should you check first in a tracking issue?
Check whether the expected event fired, whether identifiers were passed correctly, whether the request returned a success response, and which system is the source of truth for the KPI.
Operator Checklist
What to look at first
- Confirm the event fired at the right moment.
- Check request payload, status code, and identifiers.
- Compare attribution window and timezone settings.
- Verify whether consent or browser restrictions blocked storage or redirects.
Interactive Explorer
Browse the full topic cards and examples
The explorer below is still available as a richer layer. The page now stays useful even before JavaScript loads.