The number of days between when a person viewed or clicked your ad and then subsequently took an action.
Clicks: A person clicked your ad and took an action. This is called click-through attribution.
Views: A person saw your ad, didn’t click it, but took an action within the attribution window. This is called view-through attribution.
Gupta Media’s default attribution window is 7 days post-click and 1 day post-view.
Adjust your attribution window within Report(se) Customize Settings on conversion pages https://reports.guptamedia.com/campaign/performance/liveConversions.html.