Attribution Window

The attribution window is the defined time period during which a claimant's response action—such as a form submission, inbound call, or signed retainer—is credited back to a specific ad exposure or campaign touchpoint. In mass tort advertising, windows must account for the extended deliberation period typical of injury claimants, who may research a tort for days or weeks before contacting a firm. Setting the window too short causes underreporting of campaign-driven conversions, while an overly long window can misattribute organic or referral leads to paid media, distorting cost-per-signed calculations and budget allocation decisions.