28-Day Click Attribution
By the AdFlint research team · Last reviewed July 2026
Counts a conversion occurring up to 28 days after a click, capturing longer consideration cycles that shorter windows leave unreported.
The widest of Meta's click settings, removed in 2021 alongside the iOS tracking changes and later reintroduced as a selectable option. Google Ads handles the same idea through a configurable click-through window that can run out to 90 days. Reach for it with high-consideration or high-ticket purchases. The mistake is comparing a 28-day figure against a 7-day figure from another platform and calling the gap a channel difference.
28-Day Click Attribution compared with
The settings this gets confused with, and how to tell them apart.
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