Rhapsodizing on the need to look beyond the "last click" for conversion attribution, Microsoft director of advertising tools and technology Harrison Magun stressed the importance of understanding
time-to-convert across different industry sectors online. How far back should you look? It depends on the category. Looking at Atlas data, he points out that for a photo, real estate or music site the
avg. time to convert is 25 days; auto sites, 7 days; telecom or finance or shopping sites, 2 weeks. "So, if you're setting a two-week cookie window and I'm a photo site, there wont be anything to
attribute," he said.
