The Attribution Window Insights dashboard shows the share of attribution value across touchpoints, and how those touchpoints fall into different attribution windows. This allows you to evaluate how effective your channels are over time. It also helps to decide which attribution window to select in your analysis and automations.
Important: Insights in this dashboard are only available based on the MTA model and attribution mode Session Date (value is assigned back to when the touchpoint happened).
Why it matters
It tells you how much and how quickly each channel or campaign contributes. Use it to:
Pick the right attribution window for reporting and automations.
See which channels drive fast wins vs longer journeys.
Align budgets: short-term performance vs longer-term nurturing.
How it works
Once you open the dashboard by navigating to 'Insights' in the 'Attribution Window' dropdown on top of your screen:
Once in the dashboard, you can:
Select channels
Use the dropdown menu to compare different marketing channels and see how each performs in terms of attribution window effectiveness.
This view allows you to examine the journey length for each selected channel, helping you understand the impact and timing of user interactions throughout the customer journey.
View attribution window analysis
The dashboard displays the percentage of customers completing the journey within:
1-Day: includes same day and the next day
7-Days: includes everything in ≤1 day plus days 2–7.
30-Days: includes everything in ≤7 days plus days 8–30.
Unlimited: is 100% of measured value.
This allows you to quickly understand which windows capture the most conversions and which may require longer-term measurement.
Understand your results
Percentages indicate the share of attribution value that our attribution model gives to touchpoints within that attribution window. Compare these numbers across channels to see which strategies drive faster or longer-term conversions.
Decision rulePick the shortest window that captures about 70/80/90% of attribution value for your goal (depending on your preference).
High ≤ 7 day share → fast-acting channels
Large change from ≤ 7 day to ≤ 30 day - unlimited → slow-burn channels
Example: Understanding Attribution Window Insights
Imagine you have one conversion with the following touchpoints:
0 days before: 30% of the attribution value
6 days before: 20% of the attribution value
10 days before: 40% of the attribution value
365 days before: 10% of the attribution value
Here’s how the attribution windows would show the cumulative value:
1-day window: 30% → the bar shows 30%
7-day window: 30% + 20% = 50% → the bar shows 50%
30-day window: 50% + 40% = 90% → the bar shows 90%
Unlimited window: 90% + 10% = 100% → the bar shows 100%
If your strategy is to incorporate around 90%, then in this example a 30-day window would already be sufficient, even though there’s a touchpoint from a year ago.
This approach gives a fairer value to each window rather than giving the full conversion value to the unlimited window. Most of the value actually comes from the recent touchpoints, so you avoid overestimating the impact of very old interactions.
Tips
Use this dashboard to optimize analysis and automation settings.
Use a longer date range to smooth conversion lag and get stable patterns.
Compare short vs. long attribution windows to see if your campaigns drive immediate or delayed conversions.
Combine insights with other dashboards like Trends or Journeys for a full picture of your marketing performance.
Definitions
Attribution value: The MTA model assigns each touchpoint a fraction of a conversion’s value; all fractions for a conversion sum to 100%.
Session Date (not Event Date): Value is shown on the date the touchpoint occurred, so you can see when value was created along the path.
Share of attribution value: Each bar shows the share of total attribution value assigned to touchpoints within that time window.
Quick interpretation guide
What you see | What it means | What to do |
High ≤ 7 day | Channel works fast | Use a short window in reports/ automations; consider shifting budget here for quick wins |
Large change from ≤ 7 day → ≤ 30 day (small gap to unlimited) | Value builds over weeks | Evaluate on 30-day window |
Large gap ≤30d → Unlimited | Very long journeys / brand effects | Use unlimited for brand KPIs; don’t judge on short windows |
FAQ
Are these percentages customers or revenue?
They’re the share of attribution value (how our model splits value across touchpoints). It’s not a customer count.
Does “≤ 1 day” include same-day?
Yes, the same-day and the next day.
My ≤ 7 day bar looks low, why?
With fresh data, fewer touchpoints have had enough time to convert. We adjust for this, but using a longer date range makes results more stable.
How do I choose the right window?
Pick the shortest window that reaches about 70/80/90% coverage for your KPI (depending on your preference). If ≤ 30 day hits ~90%, use 30 days.
What does a big jump from ≤ 7 day to ≤ 30 day mean?
The channel contributes later in the journey, evaluate it on 30 days (or longer) and align budgets/ automations accordingly.
Why Session Date instead of Event Date?
To place value on the day the touchpoint happened, so you can see when value was created along the path.