The lookback window allows you to control the amount of historical data that is included when using the Attribution allows you to control how credit for a particular conversion is given to the marketing channels that led to the action taking place. Google Analytics provides a variety of attribution models in the ‘Multi-Channel Funnels’ and ‘Attribution’ reports. Attribution takes into account the channels (and traffic sources) used across multiple sessions for a user. You can set the amount of historical data included in the reports using the lookback window. See also first interaction and last interaction.... Always-R Glossary reports. For example, setting a lookback window of 14 days will include touchpoints up to 14 days before the A conversion is reported whenever a user completes a goal or makes a purchase during a session. Each goal will report a maximum of one conversion per session, while every transaction is reported. See also goal completion and ecommerce transaction.... Always-R Glossary occurred. Any touchpoint outside of the lookback window won’t be included in the report. The default lookback window is 30 day, but it can be set between 1 and 90 days. See also attribution.