In the world of digital marketing, understanding how your campaigns are performing is paramount. But with so many touchpoints in the customer journey, attributing conversions accurately can feel like navigating a maze. Two key concepts in this maze are post-click and post-impression attribution windows. Let’s break them down and explore which one might be right for you, and how to navigate the nuances of different industries.

What are Post-Click Windows?

A post-click window measures conversions that occur after a user has clicked on one of your ads. It attributes the conversion directly to that click, within a specified timeframe. For example, a 7-day post-click window means that any conversion happening within seven days of a user clicking your ad will be attributed to that specific ad click.

What are Post-Impression Windows?

A post-impression window, on the other hand, measures conversions that occur after a user has seen (but not necessarily clicked on) one of your ads. This acknowledges that visual exposure can also influence a purchase decision. A 24-hour post-impression window would count conversions within 24 hours of a user simply seeing your ad, even if they didn’t click on it.

The Key Difference: Action vs. Exposure

The fundamental difference is that post-click attribution is based on direct action (a click), while post-impression attribution is based on exposure (seeing an ad).

So, Which One Should You Use?

The short answer? It depends. There’s no one-size-fits-all solution. Here’s a breakdown to help you decide:

Post-Click: The Workhorse for Direct Response

• Best for: Campaigns focused on immediate conversions, where you want to attribute sales directly to clear actions.
• Pros:
  • Clear Attribution: Provides a more direct link between an ad click and a conversion.
  • Easier to Analyze: Data is generally cleaner and easier to understand.
  • Good for Performance Marketing: Useful for optimizing campaigns based on direct ROI.
• Cons:
  • May Underestimate Brand Awareness: Could miss conversions influenced by ad views but without a click.
  • Ignores Multi-Touch Journeys: Doesn’t account for users influenced but not clicking.

Post-Impression: Acknowledging Brand Awareness

• Best for: Campaigns focused on building brand awareness, where the goal isn’t always an immediate sale.
• Pros:
  • Captures Awareness Impact: Attributes conversions influenced by simply seeing an ad.
  • Good for Upper-Funnel Marketing: Helps measure the impact of brand building campaigns.
  • More Comprehensive View: Provides a broader perspective on your ad’s overall influence.
• Cons:
  • More Complex Attribution: Can be harder to determine true cause and effect.
  • Potential for Overattribution: May inaccurately credit conversions to impressions.
  • Requires Careful Setup: Needs consideration to avoid double-counting conversions.

Do Marketing Verticals Matter?

Yes, absolutely. Different industries have different purchase cycles, which impact the optimal window lengths. Here’s a quick guide:

• Travel: Long purchase cycles (weeks or months). Post-click windows might need to be longer (e.g., 14-30 days). Post-impression is also valuable for building desire and awareness, but should use a shorter window (e.g., 1-3 days).
• Automotive: Similar to travel, long research phases. Need extended post-click attribution (30-90 days) and careful use of post-impression within shorter windows (e.g., 24-48 hours).
• FMCG (Fast-Moving Consumer Goods): Shorter purchase cycles. Post-click might work well with 1-7 day windows. Post-impression, if used, should be very short (e.g., 1-2 hours) and very localized.
• Consumer Electronics: Moderate purchase cycles. Post-click can function well within a 7-14 day window. Post-impression might add value with a 1-2 day window.
• Entertainment: Often impulse-driven. Short post-click windows (1-3 days) are common. Post-impression could be valuable 1 day before release or event.

Should You Let Your Agency Use Post-Impression Windows?

Yes, BUT with caution and clear agreements. Here’s how you should approach this:

• Transparency is Key: Ask your agency to be completely transparent about their attribution models and which windows they are using.
• Define Clear Goals: Align with your agency on what metrics are critical for success and how the attribution window will contribute to reaching these goals. Is the goal awareness or immediate conversion?
• Test Wisely: Don’t jump to large post-impression windows immediately. A/B test variations to measure real impact accurately.
• Start Small: If you’re new to post-impression attribution, begin with a very short window (e.g., 1-24 hours) and gradually adjust based on your data and industry.
• Beware of Overlaps: Be mindful of potential overlaps between post-click and post-impression windows. Implement strict rules to track them separately, or use more advanced attribution models.
• Regular Review: Continuously monitor the performance metrics and adjust the settings of post-impression windows according to your campaign’s effectiveness.

The Bottom Line

Choosing between post-click and post-impression windows is not a binary decision. It’s about understanding what you want to measure and why. A combination of both (with a clear understanding of their limitations) might be the most accurate way to assess the impact of your marketing campaigns.

Don’t be afraid to experiment, stay informed, and always prioritize transparency when working with your agency. By taking a mindful and strategic approach, you can navigate the attribution maze and make the most of your digital marketing efforts.