In a scenario where a user sees multiple ads, which impression gets the conversion credit if the lookback window is seven days?

In a scenario where there is a seven-day lookback window, credit for a conversion typically goes to the last meaningful interaction that led to the conversion event, which often is a clicked impression if it falls within that timeframe. However, it is important to note that within this context, any impression seen by the user during the lookback period has the potential to contribute to the conversion.

The concept behind the lookback window is to acknowledge that multiple touchpoints often play a role in guiding users to convert. If the impression served on day four is indicated as the one receiving conversion credit, it suggests that this impression was either the last meaningful ad that influenced the user or that the model being used attributes credit based on specific engagement metrics during that window.

In this case, the idea is that not all impressions are equal, and the conversion credit often goes to the impression that either directly engaged the user close to the time of conversion or that aligns with the attribution model used, which can reward earlier or key interactions based on campaign settings. Thus, if the impression on day four represents such an influential touchpoint, it logically receives credit for the conversion.