62% of revenue arrived after day 30

62% of revenue arrived after day 30

A pet brand tracked one 20-creator campaign's revenue for 120 days instead of the usual 30. n=20 creators, full-cohort tracking.

Day 0–30 ░░░░ 38%
Day 31–120 ░░░░░░░ 62%

Most revenue landed in the long tail — saved videos, search, and word-of-mouth kept converting long after posts went live. A 30-day report would have called this campaign a loss.

So what: extend your attribution window to 90+ days or you'll kill campaigns that were actually winning.

Benchmark: 40–65% of creator-driven revenue lands after day 30.