An attribution window is a defined time frame during which a marketing attribution provider or media partner tracks ad clicks or impressions to determine if they result in an app installation or other conversions. This window is typically configurable but commonly set at around seven days. If a click or impression occurs within this window and leads to an install, the publisher responsible for generating the click or impression can take credit for the conversion. Mobile measurement partners (MMPs) typically use the last-click attribution model, attributing the conversion to the last click before the install. The purpose of establishing an attribution window is to accommodate delayed conversions and distinguish between organic and ad-driven installs.