--- title: "Choosing the Right Attribution Window" description: "Guidance on which Conversion Attribution Window option best fits your team's reporting needs and content strategy." url: https://help.knotch.com/en/articles/230-choosing-the-right-attribution-window collection: "Conversion Attribution Settings" updated: 2026-11-03 language: en --- # Choosing the Right Attribution Window Guidance on which Conversion Attribution Window option best fits your team's reporting needs and content strategy. 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**. ## Quick comparison

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

## Rolling lookback window 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 ## Match event date range 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. ## Custom date range 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. ## What happens when you change your window 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?](https://help.knotch.com/en/articles/229-which-metrics-does-the-conversion-attribution-window-affect.md)