Ad platform attribution windows, read from their own docs

The click windows differ: Google Ads counts 30 days after a click by default, Pinterest 30, Snap 28, Meta 7 and TikTok 7, as each platform's own documentation prints them. Wherever a page states a plain view default it is 1 day, and engaged views get their own window: Google 3 days, Snap 2. One order can sit inside several of those windows at once, so every dashboard can claim it. The Meta and TikTok rows rest on weaker pages than the rest (an API reference and a 2022 blog post), so confirm them in your own account.

What do the platforms' own pages say on 30 September 2026?

A window is how long after a click or view a platform still counts a sale. The table gives each default, and what it is the default of.

The exact words behind each row:

• Google Ads:
  • Click: "If you don’t customize the click-through conversion window when you create a new conversion, the default window is 30 days."
  • View: "If you don’t customize the view-through conversion window when you create a new conversion, the default window is 1 day."
  • Engaged view, where the page's own wording says "click-through": "If you don’t customize the click-through conversion window when you create a new conversion, the default window is 3 days."
• Meta: "The default option means ["7d_click","1d_view"]."
• TikTok: "Within Attribution Manager, TikTok Pixel and Web Event API advertisers will be defaulted to 7-day click and 1-day view." The Help Center lists "Select 1 day, 7 day, 14 day, 28 day." for clicks and "Select Off, 1 day, 7 day" for views.
• Pinterest: for clicks, "If not specified, defaults to 30 days." For views, "If not specified, defaults to 1 day."
• Snap: "By default, Snap's attribution windows are 28 days post-swipe, 2 day post-view for engaged views (5 seconds or longer) and 1 day post-view (views shorter than 5 seconds)." The parameter table reads "Attribution window for swipe ups O 1_DAY, 7_DAY, 28_DAY (default)" and "Attribution window for views O none, 1_HOUR, 3_HOUR, 6_HOUR, 1_DAY (default)", and the page says engaged views have "a fixed attribution window of two days".

GA4, your cross-check, looks back 90 days for most key events and 30 days for acquisition key events.

Where do the platforms' own pages disagree?

• Meta. The API default is not what Ads Manager shows: the reference says to set use_unified_attribution_setting to true "to get the same behavior as in the Ads Manager", which uses "unified attribution settings defined at ad set level". On what that setting defaults to, Meta's pages disagree. A 2021 developer post says it would "initially default to a 7-day click and 1-day view attribution setting", then that new campaigns after Apple's prompt enforcement "will default to 7-day click instead of 7-day click and 1-day view". Meta's Help Center page on attribution settings could not be read without JavaScript, so read the setting on your own ad sets.
• TikTok. The only readable statement of a default is the 2022 post. The 2025 Help Center pages list options and no default. They also disagree with each other: the engaged-view page lists "Off, 1-day, 7-day, or 28-day", and the page for app campaigns lists "1 day or 7 day" for engaged views.
• Pinterest. Its reporting page says "We recommend 30 days for clicks and 30 days for views (30/30)." That is advice, not the default, which is 1 day for views.

What do Meta and TikTok now count as a click or a view?

• Meta announced on 3 March 2026 that click-through attribution will "exclusively include link clicks", and that engaged-view attribution is now engage-through.
• TikTok credits an engaged view when a person "watches at least 6 seconds of the ad or the full duration for videos shorter than 6 seconds".

How do you compare them on your own orders?

1. Pick one closed week and count orders by order date in Shopify. Its finance page says the sales report "includes information specific to orders placed".
2. Set each platform to the same click window wherever its page lists it. 7 days is on every list above: Google Ads accepts "anywhere from 1 to 90 days", and TikTok, Pinterest and Snap list 7. Turn views off where a page lists that (TikTok: Off, Snap: none). Elsewhere, and for engaged views, note the window you are on.
3. Put each platform's purchases next to the Shopify order count. A total above the order count is the fail: some orders are counted twice, or a platform counts something other than a paid order. A total below it doesn't show that nothing overlaps.
4. Write the window next to every ROAS you report. Without it, two ROAS figures can't be compared.

Sources, 30 September 2026: About conversion windows (Google Ads Help, 2026); Select attribution settings (Google Analytics Help, 2026); Ad Account Insights (Meta for Developers, 2026); Ads Insights API metric updates (Meta for Developers, 2025); Simplifying ad measurement (Meta, 2026); Preparing our Partners for iOS 14 (Meta for Developers, 2021); Flexible attribution windows (TikTok for Business, 2022); Attribution windows for your ad group (TikTok, 2025); The attribution window on TikTok Ads Manager (TikTok, 2025); Engaged view-through attribution (TikTok, 2025); Pinterest REST API description (Pinterest, 2026); Review reporting (Pinterest Business help, 2026); Measurement (Snap Marketing API, 2026); Finance reports (Shopify Help Center, 2026).

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