The Lookback Window is used to determine how far back the attribution algorithm should search for the matching click of an INSTALL event.
In the process of attributing an install to a click, Singular tracker uses one of several attribution methods. In addition, it takes into consideration the Attribution Lookback Window to better and more accurately complete the attribution process. This means, that an attribution will occur only if the time passed between the click and install is lower than or equal to the Lookback window.
For example, in case the lookback window is set to 7 days, and the INSTALL event arrived 3 days after the matching click, the install will be attributed to that click.
If the INSTALL event arrived after 9 days of a click belong to a source that is set with lookback window of 7 days, the INSTALL will be attributed as Organic.
Some technical facts:
- The default value for attribution lookback window is set to 7 days, and can be set to up to 30 days after an ad was clicked.
- The Attribution lookback window can be configured differently per each source. Click here for additional information on configuring Attribution Lookback Window in the Source configuration screen.
- In case that the attribution algorithm found two matching clicks (within the lookback window), the install will be attributed to the latest click that occurred.
- In case there is no matching click to the install within the lookback window time frame, the install will be attributed as Organic, even if there is a matching click outside the window.
- In case of a re-attribution (second install), it will occur only if there is a matching click within the time frame of lookback window. It will not be re-attributed as Organic if there's no matching click, but keep the original attribution.
For questions and additional information, please contact Support@Singular.net