What is the attribution window? How does it work?

Answer

Attribution windows allow you to attribute revenue to the last Marketing Channel, other than direct load, prior to a sale, which occurred during the defined window. With this capability users can match their tracking analytics directly to marketing vendor windows for accurate audit and comparison.

The Attribution Window within the configurable metrics shows you how much of the sales on your site from the current reporting time frame should be attributed to early marketing actions (Natural Search, Referring Sites, and Marketing Programs). For example, if a visitor clicked on a paid keyword on Monday, and came back to your site on the following Thursday through direct load and made a purchase for $120.00, this transaction would be reflected in the Attribution Activity Window metrics. This allows you to measure the true value of different types of marketing activities by accurately attributing the residual or follow-on sales. Please note that a single transaction is only counted once in the Attribution Window metrics and it will be attributed according to the attribution windows setup. Attribution Windows are divided into different time frames. By default, the time frames are same day, last 7 days, last 14 days, and last 30 days. These time frames can be changed if needed, and you can ask to use a smaller number of time frames or to use First or Average Click. An MMC will not support more than five Attribution Activity Windows. Attribution Activity Window time frames are cumulative. For example, the 14-day window includes all of the activity from the same session, same day, and 7-day windows, as well as the data from the 14-day window.