Give search enough time, but not unlimited credit.
The attribution window determines how long a product click is considered a possible reason for an order.
Short buying cycles
With simple or inexpensive products, the purchase often takes place shortly after the search interaction. A compact window limits accidental couplings.
Long buying cycles
Technical, expensive or business products may take longer research. A more spacious window can be appropriate.
Difference by product group
One window for the entire range is simple, but can be less accurate when buying behavior varies widely.
Last click or multiple signals
Determine whether only the last relevant search click counts or whether multiple interactions are included.
Test sensitivity
Compare reports on different windows. A sharp increase without a clear statement of conduct could indicate overattribution.
Document the choice
Capture window, starting point, endpoint and exceptions so that reports by time remain similar.