The number of days between a user's first interaction with an affiliate publisher's content and their completed purchase. The primary data input for setting affiliate attribution windows. Available in: Google Analytics 4 (Conversions > Purchase Journey > Days to conversion); affiliate network reporting (most major networks report average days to conversion by publisher); and e-commerce platform order analytics (compare first visit date to purchase date for attributed sessions). Benchmark ranges by category: impulse/commodity 1-3 days; fashion 3-7 days; home goods 7-14 days; electronics 14-30 days; SaaS 14-60+ days; travel 14-60 days. Attribution window recommendation: set to cover 75th percentile of days-to-conversion distribution — this captures the majority of genuine affiliate-influenced conversions without extending the window into territory where affiliate influence is implausible.
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