Lookback Window

A lookback window is a specified period during which listener actions, such as downloads or purchases, are tracked to attribute the effectiveness of an ad campaign. This window helps determine how long after an ad is heard that it continues to influence listener behaviour. Typical lookback windows can range from a few days to several weeks, depending on the nature of the campaign and the product being advertised.

By analysing data within the lookback window, podcasters and advertisers can better understand the long-term impact of their ads and make informed decisions about future marketing strategies. It helps in assessing the ROI of ad campaigns and optimising them for maximum effectiveness.