What Is TikTok Ads' Default Attribution Window in 2026?

TikTok Ads Manager's default attribution window in 2026 is 7-day click-through and 1-day view-through — a conversion gets credited to a TikTok ad if it happens within 7 days of someone clicking the ad, or within 1 day of someone viewing it without clicking. That default hasn't changed even as TikTok rolled out new measurement tools earlier this year.

What the two windows actually measure

Click-through attribution counts a conversion when it happens after someone actively clicked or tapped a TikTok ad. View-through attribution counts a conversion when someone saw the ad in their feed, didn't interact with it, and converted anyway within the window. TikTok keeps the view-through window shorter than the click-through window because a passive view is a weaker signal of intent than an active click, so crediting it over a longer stretch of time would overstate how much the ad actually influenced the outcome.

The full range of options

Advertisers aren't locked into the 7-day and 1-day default. Click-through attribution can be set to 1, 7, 14, or 28 days. View-through attribution can be set to off, 1 day, or 7 days. There's also a separate Engaged-View setting that only counts a view-based conversion if the viewer watched at least 6 seconds of the ad first. These settings are configured at the ad group level under attribution settings in TikTok Ads Manager, and changes apply going forward only — they don't retroactively recalculate conversions already reported under the previous window.

Why the default window undercounts conversions

TikTok's own post-purchase surveys found that a large share of TikTok-attributed conversions never show up under last-click reporting at all, because the default 7-day click window is short relative to how long TikTok users often take between discovering a product and actually buying it. Advertisers who switch from the 7-day default to a 28-day click window frequently see a meaningfully higher count of conversions credited to TikTok, since the extra 21 days catches purchases that happen well after the ad interaction but are still part of the same buying decision.

TikTok's 2026 Attribution Portfolio

In May 2026, TikTok launched a set of measurement tools inside Ads Manager called the Attribution Portfolio, built specifically to surface conversions that last-click, short-window reporting misses. One of its features, Assisted Conversion, shows purchases where a TikTok ad was somewhere in the customer's path but wasn't the final click before conversion — a category of impact the default attribution window doesn't capture on its own, regardless of how the click and view windows are configured.

Where to change the setting

Inside a given ad group, open Attribution Settings before publishing. From there, click attribution, view attribution, and engaged-view attribution can each be adjusted independently, and it's worth testing a longer click window on any campaign where the product or service has a consideration period longer than a week.

Bottom Line

Don't assume the 7-day click and 1-day view default is measuring TikTok's full impact — if a sales cycle runs longer than a week, test a 14 or 28-day click window at the ad group level, and check TikTok's Attribution Portfolio for assisted conversions the default window is leaving off the report entirely.