Skip to main content
Airbridge offers two windows you can set: the lookback window and the attribution window. Before you set them, we recommend understanding the Airbridge Attribution Model.
NoteThe lookback and attribution windows directly affect performance and metrics for each ad channel. Review the impact carefully before you make any changes.

​
Set the lookback window

In the Airbridge dashboard, go to [Rules]>[Attribution Rules] and open the [Install] tab to set the lookback window. The lookback window is the period before a target event within which a touchpoint is considered related to that target event.
  • Lookback window range: 0 minutes to 30 days
Hover over a point in the lookback window on the chart to see whether a touchpoint is included in attribution, by touchpoint type and identity matching method. The table shows the lookback window for each channel. Global applies to every channel except those with a separately set lookback window. Click Edit to change a lookback window. Click Add to add a new channel and set its lookback window.
NoteYou cannot edit the lookback window for Deeplink Open and Deeplink Pageview. Deeplinking occurs almost simultaneously with the user’s ad click, so the winning touchpoint for these deeplink touchpoints is clear without additional analysis. For this reason, Airbridge does not provide a lookback window setting for these deeplink touchpoints. If you need to change it, contact your Airbridge CSM. If you don’t have a dedicated CSM, reach out through the Airbridge Help Center.

​
Default lookback window

These are the default lookback windows in Airbridge. The default depends on the touchpoint type and the identity matching method. Some ad channels have a different default lookback window. Airbridge follows each channel’s policy.
  • Each ad channel’s default minimizes the metric discrepancy between Airbridge and the channel, so we recommend leaving it unchanged.
  • A fixed lookback window follows the channel’s policy, so you cannot view or edit it in the Airbridge dashboard. To change a fixed lookback window, contact your Airbridge CSM. If you don’t have a designated CSM, reach out through the Airbridge Help Center.

​
Apply click parity to CTV impressions

If you run CTV campaigns, you can apply the same attribution priority to CTV impressions and mobile clicks. Mobile clicks here are those where the user was identified through a deterministic method. The CTV impression lookback window always follows the View, Probabilistic modeling lookback window. Use this when you need to raise the priority of CTV impressions in performance measurement for a CTV campaign.

​
Set the attribution window

In the Airbridge dashboard, go to [Rules]>[Attribution Rules] and open the [In-App Event] tab to set the attribution window. The attribution window is the period after a target event within which an event is considered related to that target event.
  • Attribution window range: 0 minutes to 2 years
Hover over a point in the attribution window on the chart to see the expected attribution result. The table shows the attribution window for each channel. Global applies to every channel except those with a separately set attribution window.

​
Default attribution window

These are the default attribution windows in Airbridge. The default depends on the target event.