Answers
What conversion window should I use?
Long enough to capture how people actually buy your product, which for considered purchases is longer than the default.
The short answer
Long enough to capture how people actually buy your product, which for considered purchases is longer than the default.
A short window flatters the store and starves the ads of credit. A long one does the opposite. For a €30 impulse product, short is fine; for furniture, short is wrong.
Whatever you choose, keep it consistent — changing it mid-quarter makes your own trend line unreadable.
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