In trying to setup a multi-attribution model, I need to select a view-thru window for display ads. How do I determine how long a view should be considered before no longer giving it credit? Similarly, if a visitor comes to the site via a click, how long do I give the marketing source that drove the click credit? How do I setup a test to determine what the view window and click windows should be when trying to attribute success to various marketing channels?
By default Google Adwords is set to a 30 day click window, how do I determine if I should us a different window, or if 30 days is the proper time-frame for attribution. Should the window for a click be different for a Google PPC search vs. a display click? Is there a good way to determine what the view and click windows should be for various channels when trying to determine an attribution model?
