Attribution models and effective windows

YieldBI applies incremental attribution models with defined effective windows, instead of relying on a single default model across every campaign.

Why the model matters

Meta’s default attribution can overstate or understate a campaign’s real impact depending on your funnel and purchase cycle. Choosing an incremental model, and a matching effective window, keeps reported results closer to what the campaign actually drove.

Effective windows

An effective window is the period after an ad interaction during which a conversion is still credited to that ad. Shorter windows suit fast-purchase funnels; longer windows suit considered purchases or longer sales cycles. Set the window per attribution model so it matches how customers actually convert.

Where this shows up

• Pixel and conversion events feed the raw signal.
• SKAdNetwork attribution covers iOS app campaigns where device-level tracking is limited.
• Ad-level revenue visibility and audience discovery insights are reported using the model and window you’ve configured, so the numbers you act on daily match the model you trust.