Under what circumstances would a brand consider extending their measurement attribution window?

A brand would consider extending their measurement attribution window when users spend MORE time in the consideration phase. This is because a longer consideration phase means it takes more time and touchpoints for a user to convert. A longer attribution window ensures that all contributing touchpoints, especially those earlier in the user's journey, are given credit for the conversion, providing a more accurate understanding of campaign effectiveness. If the window is too short, early interactions that influenced the eventual conversion might be missed, leading to an incomplete picture of performance. Conversely, if users spend LESS time in the consideration phase, a shorter attribution window might be sufficient. Extending the window only for click-based conversions or only for high-value items are too restrictive; the decision is primarily driven by the length of the customer journey, regardless of the conversion type or item value.