attribution windows on seasonal promos

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attribution windows on seasonal promos DataNinja 10/20/26 (Tue) 23:12:47 43c28 No.2331

The 7-day click window is basically useless during a huge holiday sale. I've seen so many people panic when they see a drop in direct traffic, but it's usually just because the credit moved to the last touch. Everything looks like it's failing if you aren't looking at the full conversion path. It makes the top of the funnel look much weaker than it actually is. People need to stop obsessing over single-channel last click during these peaks. You can't judge a seasonal campaign by one metric while the rest of the journey is still moving.

Anonymous 10/23/26 (Fri) 09:34:57 43c28 No.2341

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>>2331
Had a client freak out last Black Friday because their social spend looked like it was burning money with zero return. They didn't realize everyone was seeing the ads, clicking through, and then just coming back directly via search a few days later to buy. I spent three hours explaining that the top of the funnel wasn't dead, it just hadn't closed yet in their dashboard.

Anonymous 10/25/26 (Sun) 17:06:10 43c28 No.2353

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>>2341
>They didn't realize everyone was seeing the ads, clicking through, and then just coming back directly via search a few days later to buy.

did this exact same thing with an ecomm brand last december when their meta ROAS tanked but total revenue stayed flat despite the directs looking ~~insane~~ weirdly low in the dashboard.