What's Roku Ads Manager's Attribution Window for Conversions?

Roku Ads Manager uses a 14-day view-through attribution window in 2026. A conversion can be credited to a Roku ad campaign if it happens within 14 days of someone being served that ad impression, per Roku's own Self Serve Help Center documentation on event tracking and reporting.

Why Conversion Counts Keep Rising After a Campaign Stops

Because the window runs a full 14 days from the impression rather than closing when the campaign stops spending, advertisers should expect reported conversion numbers to keep increasing for up to two weeks after a Roku campaign has already ended. Pulling a performance report the day after a campaign wraps will understate the true result — the 14-day window means some of the conversions the campaign actually drove haven't been counted yet, and a side-by-side comparison against an earlier campaign that's had its full 14 days to mature will make the newer campaign look artificially weaker than it is.

Connected TV Advertising Runs on View-Through by Design

Roku's attribution model leans on view-through conversions because connected TV ads, unlike search or social ads, are rarely clicked directly from the screen someone is watching — the ad is seen on a TV, and the resulting action (a purchase, a signup, a store visit) typically happens later, on a different device entirely. A 14-day view-through window is Roku's way of capturing that delayed, cross-device behavior pattern that's structurally built into how CTV advertising gets consumed, rather than trying to force a click-based model onto a medium where clicking isn't the primary way people interact with the ad.

How This Compares to Other View-Through Windows

Most social and search platforms default their view-through window to a single day — Google Ads, Display & Video 360's Floodlight activities, and Quora Ads all use a 1-day view-through default — which makes Roku's 14-day window unusually long by comparison. That gap reflects the fundamental difference between a scroll-past ad impression on a phone and a 15- or 30-second ad seen during an actual TV viewing session, which better fits a genuine brand-awareness-to-purchase timeline than a 24-hour cutoff would.

What This Means for Campaign Reporting Cadence

Because the full 14-day window needs to elapse before a campaign's conversion numbers are complete, pulling interim reports mid-flight is useful for pacing but shouldn't be treated as a final read on performance. Waiting the full window out before making a budget decision based on Roku's reported conversions avoids the common mistake of cutting a campaign that was actually still accumulating credited conversions from earlier impressions.

Bottom Line

Wait at least two weeks after a Roku campaign ends before treating its final reported conversion numbers as complete — pulling the report too early will make the campaign look weaker than it actually performed, and comparing an incomplete report against a fully matured one from an earlier flight will make the trend look worse than it is.

Sources: Roku Self Serve Help Center, "Event tracking and reporting FAQ."