7-day attribution captures ~70% of creator-driven sales

7-day attribution captures ~70% of creator-driven sales

Share of attributed revenue by lookback window.

— 1-day click 41% ██████
— 7-day click 70% ██████████
— 28-day click 88% █████████████
— 28-day view-thru 100% (index) ███████████████

Creator content seeds consideration that converts later, so short windows systematically undercredit it versus last-click search. Judge influencer on a 1-day window and you'll defund your own top of funnel.

So what: standardize a 7-day click window for creator measurement, and report the 28-day delta separately.

Benchmark: n=110 campaigns, window sensitivity, attributed sales, 2024.