Glossary: Conversion Window

What is a conversion window?

A conversion window bounds the time from funnel entry to completion of its required steps. An attribution window instead sets how far back eligible acquisition touches can receive credit for an outcome.

Conversion window versus attribution window

A conversion window answers how long a funnel entrant has to complete the sequence. An attribution lookback window answers how far back a touchpoint may be considered for credit. These windows can have different lengths and serve different analyses.

Example

A protocol measures the share of new wallets that complete a first supply transaction within seven days of first visiting. A wallet that supplies after the seven-day period does not count as converted in this seven-day funnel, although it may count in a longer-window analysis.

Choosing a useful window

Match the window to the product's normal decision and execution cycle. Consider return visits, funding delays, wallet approval steps, bridge times, and chain confirmation. Use the same window when comparing channels or product versions, or clearly label the difference.

Common mistakes

Do not let long-running journeys inflate a short-term funnel without saying so. Avoid choosing a window only because it maximizes the rate. If events arrive late or chain confirmation is delayed, document how late-arriving data is handled.

Related reading

Explore Funnel Analytics, Attribution Window, Conversion Event, and Conversion Rate.

Crypto and DeFi example

A wallet enters a lending app after clicking a campaign link and makes its first confirmed deposit three days later. A seven-day conversion window counts that deposit; a one-day window does not. Teams should choose the period from observed time-to-convert and apply it consistently across channels and cohorts.

FAQs

How is a conversion window different from an attribution window?

A conversion window limits how long a user has to complete a funnel after entering it. An attribution window limits how far back eligible touchpoints can receive credit for a conversion.

Does every funnel need a conversion window?

A defined window makes funnel results bounded and comparable. Choose a period that matches the product's expected decision cycle and report it with the result.

Can onchain confirmation time affect the window?

Yes. If a funnel step requires confirmation, account for the time between submission and the qualifying confirmed event.