/conv/ - Conversion Rate

The 7-day click window is basically useless during a huge holiday sale. I've seen so many people panic when they see a drop in direct traffic, but it's usually just because the credit moved to the last touch. Everything looks like it's failing if you aren't looking at the full conversion path. It makes the top of the funnel look much weaker than it actually is. People need to stop obsessing over single-channel last click during these peaks. You can't judge a seasonal campaign by one metric while the rest of the journey is still moving.