The Conversion Attribution Window controls how far back Knotch One looks from a conversion to credit the pages a visitor viewed before converting. Page views outside the window do not receive conversion credit, even if the same visitor later converted. Use this guide to choose the option that best fits your reporting goals and content strategy.
You can change this setting in Settings → Conversion Attribution. Select an option and click Save.
Option | Which page views can get credit | Changes with your report date range? | Best for |
|---|---|---|---|
Rolling lookback window (default) | Pages viewed within the window you choose, counted backward from the start of your report date range | Yes | Ongoing performance tracking |
Match event date range | Only pages viewed within your selected report date range | Yes | Period-over-period comparisons |
Custom date range | Only pages viewed between a fixed start and end date | No | Fixed campaigns or programs |
Choose a rolling window when you want attribution to stay consistent as you move through different reporting periods. Knotch One calculates the window backward from the start of your selected report date range, and the window shifts along with that range.
Example: With a 90-day window and a report range of June 1 to June 30, page views reaching back to about March 3 can receive conversion credit. If you move the report range to July, the window moves with it.
Choosing a duration:
Last 30 days: best when your content-to-conversion cycle is short.
Last 90 days: a balanced option that captures most content-influenced journeys.
Last 1 year: suited for longer sales cycles or B2B content programs.
Last 2 years (default): captures the broadest view of content influence over time.
Good for:
Day-to-day performance monitoring
Regular reporting cadences, such as weekly or monthly reviews
Teams that want consistent, always-on conversion attribution
Choose this option when you want attribution to stay in sync with the reporting period you are viewing. Only page views that fall within your selected report date range can be credited for a conversion. If you change your date filter, the credited page views change with it.
Example: When you compare Q1 and Q2, each quarter only credits pages viewed during that quarter. A page viewed in March will not be credited for a conversion in the Q2 view.
Good for:
Comparing content performance period over period
Campaign retrospectives scoped to a specific window
Ad hoc analysis where your date filter defines the scope
Conversion numbers will shift when you change the date range filter. This is expected, because the attribution window is following your view.
Choose this option when you need a stable window tied to a specific program or campaign. A custom range pins the attribution window to a fixed start and end date. Only pages viewed within those dates can receive conversion credit, regardless of when the conversion occurred or which report date range is selected.
Good for:
Measuring the impact of a specific content campaign, such as a product launch series
Evaluating a content program against defined start and end dates
Sharing a report with stakeholders who must all see the same numbers
The custom date range does not update automatically. To extend the window, return to Settings → Conversion Attribution and update the end date manually.
Switching attribution windows changes which page views are credited, so conversion counts and conversion-based metrics will change. This is not data loss. Knotch One recalculates attribution based on your new setting, and changes take up to 10 minutes to apply after saving.
Engagement metrics such as views, unique visitors and time on page are not affected. For the full list, see Which metrics does the conversion attribution window affect?
