If you buy media and use the seller's tracking system to attribute sales, you are guilty of stupidity and probably deserve to exit the online marketing gene pool. You will exit, just take longer as you eat VC money. #attributionfraud
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The only worthy attribution to use for online media is "last click". Everything else is B/S
When I measure the efficacy of my advertising I only count: Sales same day Sales same sku (i.e. if sku 123 was advertised, sku 123 must be sold to count as a conversion) That said, I don't think a 7 day cookie on other-SKU sales is bad.