Sales attribution windows should be determined based on what factor?

Sales attribution windows should be determined based on the brand's purchase cycle because this cycle directly influences the timing and duration of consumer decision-making processes. Understanding how long it typically takes for consumers to make a purchase decision—considering factors such as product type, price point, and customer behavior—enables marketers to assign credit for sales to the appropriate marketing efforts effectively.

When the purchase cycle is longer, marketers may extend the attribution window to consider all touchpoints that influenced the decision. Conversely, with shorter purchase cycles, a more immediate attribution window might suffice. By aligning the sales attribution window with the brand's purchase cycle, advertisers can achieve a more accurate reflection of how different marketing channels contribute to sales, leading to better insights and more effective campaign strategies. Other factors, such as competitor activity, market trends, and customer feedback, play roles in the broader marketing context but do not directly define the parameters of sales attribution windows as effectively as the brand's own purchase cycle does.