When someone clicks on your ad for the first time it doesn’t mean that they’ll instantly convert. Usually, it’s just the start of a journey that can last for days, weeks, sometimes even a month. When this journey finishes and the customer completes a purchase your ad still needs to take credit for that conversion. However, how can you know that it was your ad driving the purchase? It’s all possible thanks to the attribution windows! Read this article to understand the importance of conversions, attribution, and the impact the new iOS14 update will have on these parameters.