7-day or 30-day attribution window? What are people actually using?

It depends on how long your users take to decide. Practitioner starting points for click windows: 1 to 3 days for casual games and need-based apps like rides or food, 5 to 10 days for fashion and beauty, 14 to 21 for edtech and 14 to 28 for fintech, with view windows kept to about a day. Search and retargeting suit shorter windows than prospecting. Then test against your own data. Export 90 days of attributed installs with days from click; if installs cluster in the first few days, 30 days is probably overcrediting. Compare early converters (within 3 days) with later ones on D7 and D30 retention, and if the late ones look like organic users, shorten. Trial changes on new campaigns for 30 days and review quarterly. For reference, Linkrunner defaults Meta and Google Ads to 30 days and other networks to 7. Timing data: https://linkrunner.io/blog/click-to-install-timing-benchmarks-android-ios-2026