Why is it important to ensure that attribution windows are the same on all platforms?

Setting consistent attribution windows across all platforms is crucial for accurate performance measurement. It ensures that each platform's contribution to conversions is evaluated using the same lookback period, preventing discrepancies and providing a fair comparison of their effectiveness. Without this consistency, one platform might be credited for conversions that another platform would also claim under a different window, leading to an inaccurate understanding of ROI. While counting overall traffic is a related metric, it's distinct from attribution, which focuses on assigning credit for conversions. Platforms generally do not "talk to each other" in terms of sharing attribution window settings; this consistency is managed by the advertiser.