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Stiddle stores raw events indefinitely (subject to your retention policy) but attribution windows control how far back we look when crediting a conversion.

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Default lookback windows

ChannelClick windowView-through window
Paid social (Meta/TikTok)28 days7 days
Paid search (Google/Bing)30 daysN/A (click only)
Email/SMS30 daysN/A
Organic / Direct30 daysN/A
These defaults balance accuracy with performance and mirror most ad platform norms.

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Tips

  • Shorter cycles (flash sales, daily offers) benefit from 1–7 day windows so late touches don’t steal credit.
  • High-consideration funnels (B2B, subscriptions) often use 45–60 day windows.
  • If you import offline conversions late, extend the window so those events still map to their original marketing touches.
Remember to document your chosen windows on dashboards and in SOPs so stakeholders interpret metrics correctly.