Attribution window
An attribution window is the period after a click (or an ad view) during which an install can still be credited to it.
A click window of seven days means an install eight days after the click is treated as organic. Windows are a precision lever: the longer the window, the more installs are attributed, and the more of them are coincidences.
Different systems use different windows — ad networks often use longer ones than attribution tools, and some also count installs after an ad was merely seen. That alone makes their numbers disagree. LinkTrail's default click window is seven days, configurable per workspace. The post-IDFA attribution playbook covers the rest of the gap.