According to our testing, 97% of incremental conversions happen within 7 days of viewing an ad. Based on these findings, our default view-through window is 7 days.
We’ve always understood that view-through conversions were important, but based on the information that we had, we knew that the view-through window – the amount of time from seeing an ad to making a conversion – was different between various verticals. For example, B2B customers typically behave differently than retail customers. We set a window of 30 days to accommodate all use cases, but we've since found that a shorter window works just as well.
Changing Your View-Through Window
AdRoll offers the control and flexibility in this feature, and if you know that your view-through windows should be longer (or shorter), you can update this by going to Settings > Attribution Settings.
How Did We Run Our Testing?
We used our own proprietary lift measurement paired with TrailDB, an open source library.