The lookback window is calculated for each visitor. The start of the window is calculated by subtracting the lookback period from the visitor's first qualifying visit in the report date range.

For example, given the following conditions,

• The report range is April 1-30
• The lookback period is 14 days
• A visitor's first qualifying visit in April was on April 10 at 10:00 A.M.

The lookback window for that visitor starts on March 27 at 10:00 A.M. and ends on April 10 at 10:00 A.M.

The lookback period is set by your administrator on the Admin > Attribution Settings screen. Changes to the lookback period affect reports generated after the change.

The current lookback period for a report is displayed under the date range.