A lookback window defines how far back a conversion can be tied to a previous touchpoint. In other words, it sets the time frame during which a click or view can receive credit for a purchase.

For example, if your lookback window is set to 30 days and someone clicks an ad, then makes a purchase 20 days later, that sale will be attributed to the ad. But if they buy after 40 days, it will not.

Lookback windows are an important part of attribution modeling because they determine which interactions get credit and which fall outside the window of influence.

Until now, ThoughtMetric used a standard 60-day attribution window for tracking conversions. While that timeframe worked for most brands, we know that every business operates differently. Some customers buy within hours, while others take weeks, or even months, to decide.

That’s why we’ve launched Configurable Lookback Windows, giving you control over how far back conversions can be attributed to a click or view.

Attribution isn’t one-size-fits-all. A brand selling impulse-buy accessories doesn’t need the same window as a high-consideration brand selling $2,000 fitness equipment. By adjusting your lookback period, you can tailor your reporting to your buying cycle, making your metrics more accurate.

You can now choose from several lookback window options, including:

You’ll find the new setting under Configure > Attribution in the left-side navigation in ThoughtMetric.

Configurable Lookback Windows make ThoughtMetric even more adaptable to how your customers actually shop.  It’s one more way ThoughtMetric continues to evolve alongside the brands that rely on it every day.

 
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