Your account dashboard includes an Attribution Window setting. It's easy to confuse with the date-range picker you use to view your dashboard, but the two control very different things. This guide explains what the Attribution Window actually does, and why you should think carefully before changing it.
What the Attribution Window controls
The Attribution Window determines how long after a mailpiece is sent or delivered a purchase can still be counted, or "attributed," as caused by that mailing. If a customer converts within the window, LettrLabs credits that mailing for the sale. If they convert after the window closes, it isn't counted as attributed to that mailing.
You can choose from the following options:
30 days
60 days
90 days
120 days
180 days
1 year
All Time
Shorter window vs. longer window
A shorter window is stricter — it only counts purchases that happen soon after the mailing goes out. This gives you a tighter, more conservative read on immediate response.
A longer window counts purchases that happen further out from the mailing, capturing customers who take longer to act. This can surface more attributed revenue, especially for higher-consideration purchases, but it also means a purchase further removed in time from the mailing still gets credited to it.
Neither setting is inherently "correct" — the right choice depends on your typical sales cycle and how you want to judge a mailing's performance.
Not the same as Reporting Period
It's important to distinguish the Attribution Window from the Reporting Period date-range picker you use to view your dashboard:
Reporting Period is about what date range you're viewing — it filters which mailings and results are displayed on screen right now.
Attribution Window is about how attribution is calculated — it determines whether a given purchase counts as caused by a mailing at all, regardless of what date range you happen to be looking at.
Changing your Reporting Period just changes your view. Changing your Attribution Window changes the underlying math.
Important: changing this setting recalculates your data
Changing the Attribution Window triggers a recalculation of your account's attribution data. This isn't a change that only applies going forward — it can shift your historical numbers too, since past purchases get re-evaluated against the new window length. If you switch from a 30-day window to a 90-day window, for example, some purchases that previously fell outside attribution may now be counted, and your historical revenue and conversion figures could change as a result.
Because of this, treat the Attribution Window as a considered, infrequent setting rather than something to toggle casually while browsing your dashboard.