Half Your Revenue Lands After Day 7

Loyalty Breaks Early:

Half of all buyers never place a second order, changing what retention actually looks like

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Clicks Buy Attention. Revenue Takes A Week.

Most e-commerce attribution is still built on an install-speed assumption: value shows up fast. It doesn't. Apptrove analyzed 194,730 retail transactions, 30,125 buyers, and 10 advertisers to see what actually happens between the click and the sale. Nearly half of all purchases land more than 7 days after that click, well outside the window most attribution setups are still tuned for.

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Value Diverges:

Order value and order volume move in opposite directions across the week, not together

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Revenue Lags:

Nearly half of all purchases land more than 7 days after the click, past most attribution

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Every purchase credited to the wrong channel skews budget decisions and inflates the value of whichever source happened to get last-click. If your attribution window still closes at 24 hours, you're not just missing data; you're making channel and budget calls on half the picture.

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See What's Hidden

Go Beneath The Surface

Purchases don't move on the same clock as installs.

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