Attribution window
How long after a click or view a conversion still counts as caused by that ad.
A 7-day click window and a 30-day click window can differ by a factor of two on the same campaign. The window is not a technical detail, it is a large part of the price.
Longer windows favour the publisher; shorter ones favour the advertiser. Neither is correct in the abstract — it depends on the buying cycle. A $30 impulse purchase and a $30,000 enterprise contract do not deserve the same window.
Agree the window and the model — last click, first click, view-through — before the campaign runs. Changing either afterwards changes who is owed money.
How LinkBourse handles it
The window is fixed on the order when it is booked and shown to both sides, so the rule cannot be reinterpreted once the results are in.