This period might vary from 0 to 90 days for most attribution tools, and must be determined according to what type of conversion is being analysed. For example, the purchase path for a new vehicle will be longer on average than for a new pair of shoes.
Lookback window
The lookback window is the period during which actions that lead up to a purchase can be considered as having had an influence on the said conversion. This concept is highly useful when it comes to implementing attribution models.
