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How to customise your attribution window

Instant uses a 5-day open/click window for email and a 1-day click window for SMS by default. If you need to align with a different standard, to match your Klaviyo setup or other reason, you can configure this in your settings.

See our video walkthrough for a step by step of how to find it, and what to expect when changing your attribution window. 

How it works

Email and SMS attribution windows are configured separately. For each channel, you set:

  • How many days after an open a purchase should be attributed (email only — SMS does not track opens)
  • How many days after a click a purchase should be attributed
  • For SMS: whether to attribute on delivery or click

Setting either value to 0 disables that interaction type for attribution. For example, setting open days to 0 and click days to 1 gives you a 1-day click-only model. Our default attribution settings are as below

Channel Open Click
Email 5 days 5 days
SMS N/A 1 day

Step by step

  1. Go to Settings > Email Settings > Preferences
  2. Scroll to Attribution window
  3. For Email, select Custom from the dropdown
  4. Set your open window and click window in days
  5. For SMS, select Default or Custom and configure accordingly
  6. Click Save Changes

Your dashboard and flow analytics will update immediately to reflect the new window — across all historical data.

What happens when you change your window

Changes apply retroactively and immediately across your entire dashboard. Every attributed conversion, including historical ones, is recalculated using your new settings. You don't need to wait for new data to come in.

This is intentional. It lets you compare what the same period of performance looks like under different attribution models, without waiting.

Tip: If you change your window, your total attributed revenue will change. A shorter or stricter window will show less attributed revenue. This does not mean Instant was overcounting before, it means fewer conversions fall within the tighter window. The underlying conversion events are the same.

When should I change my attribution window?

Most merchants should leave this on the default setting. The 5-day open/click email model is standard, defensible, and directly comparable to Klaviyo's default.

Reasons you might change it:

You're running Klaviyo with a custom attribution window If your Klaviyo account is already on a non-default window (e.g. 3-day click only), matching Instant to that window gives you a like-for-like comparison.

Your brand or business has a short purchase cycle High-frequency or low-consideration products sometimes convert within hours of an email. A tighter window may better reflect actual email influence for your store. For example, a same-day gift delivery service. 

You have a click-only policy Some brands exclude open attribution entirely, treating click-through as a higher-confidence signal of intent. Set your open window to 0 to achieve this.

You're evaluating Instant against another platform Match both platforms to the same window before drawing conclusions. A comparison across different windows doesn't tell you which platform performs better.