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The Attribution Window Trap in Performance Marketing
Description
Lucas and Luna dig into a hidden ROAS killer: the attribution window. Most advertisers use a default seven-day click-through, one-day view-through window set by platforms. But that window can be wildly wrong for different purchase cycles. Lucas walks through a hardware DTC brand that saw a 40 percent ROAS lift just by switching to a fourteen-day click-through window, because their customers research for ten days before buying. He explains how to calculate your actual purchase cycle using Google Analytics time-lag reports, then map that to the correct attribution window in Meta, Google, and TikTok. Luna pushes back on whether longer windows just inflate vanity metrics, and Lucas shows how to cross-check against holdout tests. Practical, not theoretical: listeners walk away knowing exactly how to check and change their attribution window this week.