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?"
If the window was 7 days:
Default windows
| Window Type | Default | Use Case |
|---|---|---|
| Click-through | 30 days | Standard e-commerce |
| View-through | Disabled | Optional awareness tracking |
Configuring windows
- Go to Settings → Attribution
- Set your Click-through window (1-90 days)
- Optionally enable View-through window
- 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
| Industry | Typical Window |
|---|---|
| Fashion/Apparel | 7-14 days |
| Consumer Electronics | 14-30 days |
| Home & Garden | 30-60 days |
| B2B Software | 60-90 days |
| Automotive | 90 days |
| Travel | 30-45 days |
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
| Platform | Default Click Window | View Window |
|---|---|---|
| Google Ads | 30 days | 1 day |
| Meta Ads | 7 days | 1 day |
| TikTok Ads | 7 days | 1 day |
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:
Recommendation: Encourage login/identification to improve cross-device attribution.
Reporting by window
TrustData lets you compare attribution under different windows:
- Go to Analytics → Attribution
- Use the Window selector
- Compare 7-day, 30-day, 90-day views
This helps understand how window choice affects channel credit.