What is Attribution Window?
The period after a click during which a resulting conversion is still credited to the affiliate.
The attribution window is how long a click stays creditable. If it's 30 days and the customer clicks today but buys in three weeks, the affiliate is still paid. If they buy on day 31, they aren't. It's the boundary of last-touch credit.
Shorter windows favor the brand (fewer conversions credited); longer windows favor the affiliate. The right length depends on the product's consideration time — impulse buys need days, high-consideration purchases need weeks.
PayTandem lets the brand set a per-deal window; a postback for a click older than the window is rejected as out-of-window rather than paid.
See it in a real deal
PayTandem is an escrow-backed affiliate marketplace with first-party tracking built in.