Lookback Windows and B2B Sales Cycles
Lookback windows control which LinkedIn ad interactions count toward attribution. Learn which windows are available on each plan, how they differ from data retention, and how to choose the right window for your deal cycle.
A lookback window defines how far back Revenue Proven looks when connecting a LinkedIn ad engagement to a CRM opportunity. If a company clicked one of your ads 45 days before a deal opened and your lookback window is 30 days, that interaction is excluded. Getting the window right is the single most important configuration decision in attribution.
Available Lookback Windows
- 7 days: short-cycle products, event follow-up campaigns, or retargeting measurement
- 30 days: typical SMB sales cycles with fast decision-making
- 60 days: mid-market deals with two to four stakeholders involved
- 90 days: enterprise deals with procurement review and legal stages
- 180 days: complex enterprise or public sector deals with long buying committees
Which Windows Are Available on Each Plan
Free plans can use the 7-day and 30-day windows only. Pro plans and above unlock all five windows: 7, 30, 60, 90, and 180 days. You can switch between any available window directly in the dashboard without triggering a new sync.
Lookback Windows vs. Data Retention
Lookback window and data retention are two different things. The lookback window is the selector that controls which interactions count toward attribution right now. Data retention is how many days of historical engagement data your plan stores. Free plans retain 7 days of history, Pro plans retain 30 days, Growth plans retain 90 days, and Scale or Agency plans retain 180 days.
If you select a window that is longer than your plan's retention period, Revenue Proven shows all available history up to your retention limit. For example, a Pro plan user who selects the 60-day window will see up to 30 days of data, because that is how much history the plan stores. Upgrading your plan increases your retention and reveals older data going forward.
Why B2B Needs Longer Windows
B2B deals are rarely closed within days of first ad exposure. A VP at a target account might see your ad in January, add your product to a shortlist in March, and sign a contract in May. A 30-day window would miss the original LinkedIn touchpoint entirely. Revenue Proven supports up to 180 days to capture this full buying journey.
Choosing Your Default Window
Start by looking at your median sales cycle length in your CRM. If the median is 75 days, set 90 days as your default so most deals fall inside the window with some headroom. Use 7-day data specifically for event campaigns where you want to measure immediate post-event engagement spikes rather than long-term pipeline influence.