Google Analytics uses a lookback window to decide how far back an interaction can be considered for credit towards a key event. Someone may enquire or book after earlier marketing activity. The window controls which earlier interactions are eligible, while the attribution model determines how credit is assigned. Source: Google Analytics: Attribution settings

Record the window with the result

Include the lookback window and attribution model in campaign reports. Explain which action counts as the conversion, such as an enquiry or completed booking. These details let a colleague understand the basis of the result before comparing channels or changing spending.

Keep comparisons consistent

Review the chosen window against the booking journeys you are trying to understand. When changing it, record the date and reason. Avoid comparing figures from different settings as though the measurement rules were identical; first explain the difference to the team.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.