Conversion window
How long after a click a platform will still credit a conversion to it. Separately, and more restrictively, there is a window in which a change to an already-reported conversion's value will still be acted on.
Why it matters
The second one is the constraint nobody plans for. A deal closing in month four can be imported as a conversion, but its value cannot move a bid placed in month one.
What goes wrong
This single fact is why day-0 estimation exists. If late values could retroactively change bids, the honest approach would be to wait and report the truth. They cannot, so the only value that influences anything is the one available on arrival.
What this product does about it
Adjustments are emitted only when the value moves more than 20% and the conversion is under 7 days old. Anything later is counted as input for the next refit and reported as exactly that.
Next to this
- Conversion lagThe time between the click and the outcome.
- Day-0 valueThe value sent at the moment the lead is created, estimated from what similar leads have historically been worth rather than from what this one eventually does.
- RecalibrationRefitting the model on newer outcomes so tomorrow's leads are priced better.
- Early gateA pipeline stage that reliably fires soon enough after the lead arrives to still sharpen its value inside the platform's adjustment window.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.