Understanding which marketing touchpoints deserve credit for a sale – conversion attribution – is becoming increasingly complex. As consumers interact with businesses across more channels, knowing where to invest your marketing budget requires a clear view of what’s actually working. The question isn’t *if* you should be tracking attribution, but *how* and, crucially, over what timeframe. We’re seeing a shift in what attribution windows matter most, and preparing for this now will give Australian SMEs a real advantage.

For a long time, a 30-day click-through window was standard. This meant if someone clicked an ad and then purchased within 30 days, the ad got the credit. However, this is becoming less reliable. Consumer journeys are lengthening, and relying solely on last-click attribution (or even a 30-day window) misses a lot of the picture. Here’s what we’re observing as key areas to focus on:

• Data-Driven Attribution: This is the biggest shift. Instead of pre-set rules, machine learning analyses *all* your data to determine the true value of each touchpoint. It’s more accurate, but requires sufficient data volume – something larger SMEs will benefit from first.
• 7-Day View: While longer journeys are common, a significant portion of conversions still happen quickly. A 7-day window captures a lot of direct response activity, particularly for considered purchases.
• First-Touch & Time Decay: Don’t ignore the initial awareness stage. Giving some credit to the first touchpoint (e.g., a social media post) acknowledges its role in starting the customer journey. Time decay models assign more credit to touchpoints closer to the conversion, acknowledging recency.
• Channel-Specific Windows: Different channels have different impacts. Search ads often drive quicker conversions, so a shorter window might be appropriate. Social media, building brand awareness, may need a longer window to show its influence.

Looking ahead to 2026 and 2027, we anticipate data privacy changes will further limit tracking capabilities. This makes accurate, first-party data collection even more critical. Investing in a Customer Data Platform (CDP) to unify your customer information will be essential.

The best approach isn’t a single window, but a combination. Start by auditing your current attribution setup. Identify your key customer journeys and test different window lengths and models. Focus on collecting comprehensive first-party data. By understanding the true value of each marketing touchpoint, you can optimise your spend and drive sustainable growth.