When a customer clicks on one of your advertisements, they may not immediately make a purchase. They may do this over the next few days, and if they end up purchasing a product within the attribution window, that sale will be attributed to that click. 

The answer to this question varies depending on what platform you are looking at, if you are a vendor or a seller, and what ad type you are using.

Perpetua's ad engine wants to be as efficient as possible with bids, whether that be increasing bids on targets that are performing well, or decreasing bids on targets that do not perform well. Using a longer attribution window allows for the incorporation of more data which leads to more efficient spend.
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For example, consider if a customer clicks on your Sponsored Product ad and makes a purchase 15 days later. This keyword did bring in a sale, and that sale should be considered when it comes to the future bid price of this keyword. If Perpetua used a 7 or 14 day attribution for these ads, this keyword would show spend and no sales, which may result in decreasing the bid on what could be a great keyword. 

We feel it's more important to make your campaigns smarter rather than to have the same attribution window as Amazon.

Article last updated November 2021. If you find this information to be out of date, please contact hello@perpetua.io.