Attribution windows

The attribution window defines how far back TrustData looks for touchpoints that contributed to a conversion.

What is an attribution window?

When a user converts, TrustData asks: "Which touchpoints in the past X days should get credit?"

|-------- 30-day window --------|
Day 1      Day 15      Day 25   Day 30
Google     Meta        Email    Purchase
click      click       click    ✓
  ✓         ✓           ✓
  ↑         ↑           ↑
  All three get credit

If the window was 7 days:

|-- 7-day window --|
           Day 25   Day 30
           Email    Purchase
           click    ✓
             ✓
             ↑
             Only email gets credit

Default windows

Configuring windows

1. Go to Settings → Attribution
2. Set your Click-through window (1-90 days)
3. Optionally enable View-through window
4. Click Save

Choosing the right window

Short windows (7-14 days)

Best for:

• Impulse purchases
• Low-consideration products
• B2C e-commerce

Example: A $20 t-shirt purchase likely decided within days.

Medium windows (30 days)

Best for:

• Most e-commerce
• SaaS free trials
• Lead generation

Example: Standard attribution window, balances recency with journey length.

Long windows (60-90 days)

Best for:

• High-consideration purchases
• B2B sales
• Expensive products
• Long sales cycles

Example: A $10,000 software purchase may have a months-long evaluation.

Industry benchmarks

Window interactions

With data-driven attribution

Longer windows mean:

• More touchpoints in the path
• Credit spread across more channels
• Earlier touchpoints get smaller shares

With ad platform reporting

TrustData can use different windows than ad platforms. This explains some reporting differences.

View-through attribution

View-through credits impressions (ad views without clicks).

When to enable

• Brand awareness campaigns
• Video campaigns
• Display campaigns
• When click rates are very low

Cautions

• Impressions are noisy (did they actually see it?)
• Easy to over-credit display/video
• Inflates assisted conversions

Recommended settings

If enabling view-through:

• Use a short window (1-7 days)
• Weight click-through higher than view-through
• Monitor for inflated display/video credit

Multi-device considerations

Attribution windows apply per-user, not per-device:

Device A: Day 1 - Google click
Device B: Day 15 - Direct visit
Device B: Day 20 - Purchase

If user identified on both devices:
→ Google click (Day 1) gets credit

If user NOT identified:
→ Google click NOT credited (appears as different user)

Recommendation: Encourage login/identification to improve cross-device attribution.

Reporting by window

TrustData lets you compare attribution under different windows:

1. Go to Analytics → Attribution
2. Use the Window selector
3. Compare 7-day, 30-day, 90-day views

This helps understand how window choice affects channel credit.