Choosing an attribution window that matches how people buy

2025-07-15

An attribution window decides how long after a click or visit we still give credit for a purchase. Too short and slow decisions look like they came from nowhere. Too long and every sale is credited to whatever the customer saw weeks ago.

Look at the gap between first visit and purchase for your own customers. Pick a window that covers about eighty percent of them. For a low-price product that is often a few days, for a business service it can be several weeks.

Whatever you choose, keep it fixed for at least a quarter so trends stay comparable.