We're back to attribution this afternoon, (who can get enough, right?) and the question is how do you decide how far to look back in tracking conversions. One rule of thumb recommended by the Atlas
Institute's Esco Strong is to lengthen the time window to 30, 60, 90 days for a considered purchase such as a mortgage or a car to get a more accurate idea of where credit should go for a sale. If the
window is shorter, "you're only focusing on the very bottom of that funnel," he said. It's better to pull all the interaction data through a longer time frame and throw out any sales that don't go
though to online .
