An attribution window is the number of days after a shopper clicks (or sometimes views) an ad during which a purchase is credited to that ad. On Amazon, Sponsored Products for sellers uses a seven-day click window, while Sponsored Brands, Sponsored Display and vendor Sponsored Products use fourteen days, which is why yesterday's ACoS always looks worse than it will a week later.
When a shopper clicks your ad, the marketplace starts a clock. Any order the shopper places for the advertised product, or on Amazon for another product from the same brand, before the clock runs out is attributed to that ad and reported as ad sales. Orders after the window closes are counted as organic. The order is also reported against the date of the click, not the date of the purchase, so past days keep changing until their window has closed.
Worked example: on Monday a campaign spends ₹2,000 and campaign manager shows ₹4,000 in sales, an ACoS of 50%. Over the next week three more shoppers who clicked on Monday buy a ₹1,999 product. Monday's sales rise to ₹9,997 and its ACoS falls to 20%. Nothing changed except that the seven-day window closed. A seller who cut bids on Tuesday because of the 50% reacted to incomplete data.
On Amazon, a purchase of a different ASIN from the same brand is counted as 'other SKU' or brand halo sales; Flipkart reports a similar split as direct and indirect revenue.
| Platform and ad type | Window | Note |
|---|---|---|
| Amazon Sponsored Products, sellers | 7 days | Click-based |
| Amazon Sponsored Products, vendors | 14 days | Click-based |
| Amazon Sponsored Brands, Sponsored Display | 14 days | SD also counts views for some goals |
| Amazon DSP | 14 days by default | Views and clicks |
| Flipkart PLA and PCA | Not published in Flipkart docs | Direct and indirect revenue shown separately |
| noon | 7, 14 or 30 days depending on ad type | Per noon adsupport |
Different windows make cross-platform comparisons unfair. A 14-day Sponsored Brands ACoS will always look better than a 7-day Sponsored Products ACoS on the same traffic, and a Flipkart ROI cannot be lined up day for day with Amazon ACoS without allowing for the lag. Blooprint's Amazon ads guide on blooprint.in covers the ad types; this page is about reading their numbers.
Why the last few days' conversion rate always looks low.
Learn more →Why rules with short lookbacks cut good keywords.
Learn more →Worked examples of sales arriving late, and how to report around it.
Learn more →Amazon and Flipkart spend, sales and ACoS in one dashboard with Excel export.
Learn more →It is the number of days after an ad click, or view, during which a purchase is credited to that ad. Purchases after the window closes are counted as organic.
Seven days after the click for Sponsored Products on seller accounts; fourteen days for Sponsored Brands, Sponsored Display and vendor Sponsored Products.
An order is credited to the ad if the shopper buys within seven days of clicking it. The order is reported against the click date, so figures for the past week keep rising as late orders arrive.
Flipkart does not publish a fixed figure in its seller documentation. Ads Manager reports direct revenue, from the advertised FSN, and indirect revenue, from other products, and figures for recent days keep updating.
Because orders placed within the attribution window after the click are added back to the day of the click. Yesterday's ACoS is always higher than it will be once the window closes.
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