What is attribution for?
Attribution determines how long after a message is read a conversion (purchase, action) can be credited to that message, whatever the channel (WhatsApp, RCS, SMS and AI agent).
Attribution read hours
This setting defines the number of hours during which a conversion is credited to a message after it has been read.
Default value: 72 hours
Example: if a customer reads a message and converts within 72 hours, the conversion is credited to that message
Change the attribution window
You can adjust this duration to match your conversion cycle (instant purchase vs longer consideration).
The window you choose applies to the Home page and to all your live channels: WhatsApp, RCS, SMS and AI agent.
⚠️ Changes can take up to 5 minutes to apply, and the settings are temporarily locked during that time.
Best practices:
Keep 72 hours for standard e-commerce journeys
Shorten the window for urgent offers
Lengthen it for products with a longer decision cycle