General Terms
Attribution Window
An attribution window is the defined timeframe during which marketing interactions are considered valid for conversion credit. It determines how far back in the customer journey touchpoints will be analyzed and attributed to conversions.
Definition
An attribution window is the defined timeframe during which marketing interactions are considered valid for conversion credit. It determines how far back in the customer journey touchpoints will be analyzed and attributed to conversions.
Examples
Using 7-day click attribution for impulse purchases
Setting 30-day windows for considered purchases like furniture
Implementing 1-day view windows for brand awareness campaigns
Best Practices
- ✓Match window length to typical purchase consideration time
- ✓Consider different windows for different conversion types
- ✓Account for platform-specific attribution limitations
- ✓Balance accuracy with data freshness
