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.

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.

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