Attribution window
An attribution window is the period after a click or view during which a resulting conversion is still credited to that ad. If a lead arrives inside the window, the ad platform counts it; if it arrives later, the platform does not credit the original click — even though your tracker may still register the conversion.
Why numbers diverge between platforms and trackers
Meta's default for web campaigns is 7-day click and 1-day view attribution. TikTok ships its own defaults, and trackers like Keitaro typically count postbacks with no lookback limit at all. The same funnel therefore produces three different numbers: the platform with the shortest window reports the fewest conversions, the tracker the most. This is the single largest source of conversion discrepancy between ad platforms and trackers.
Click vs view attribution
A click-through window credits users who clicked. A view-through window also credits users who saw the ad without interacting. View attribution is measured with a browser cookie, so it is the first signal lost when cookies are blocked — one more reason server-side numbers and platform numbers drift apart.