Suggested Reading: Attribution Methods Across InOne
Goal Duration Settings, also known as the campaign cooldown period and conversion attribution window, control two aspects of how a campaign behaves after a user first sees it:
Group | Settings |
|---|---|
Re-eligibility | Re-eligibility Duration, Re-eligibility Duration After Click, Re-eligibility Duration After Close, Session-Based Setting |
Conversion | Goal Conversion Duration, Click-Through Conversion Duration*, View-Through Conversion Duration* |
* These two settings appear only when the campaign has at least one Event Goal.
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Re-eligibility
Re-eligibility Duration
Defines how long an impression log remains valid for a user. This controls when a subsequent impression of the same campaign is counted as a new impression.
Example: Re-eligibility Duration is set to 14 days.
Scenario | Result |
|---|---|
User viewed the campaign 2 days ago and views it again today | Total impressions = 1. The second view is not counted. |
User viewed the campaign 16 days ago and views it again today | Total impressions = 2. The re-eligibility period has elapsed. |
Re-eligibility Duration must be set to a value equal to or greater than the other duration settings. If it is set to 0, goal conversions will not be logged for the campaign.
Re-eligibility Duration After Click
Defines how long a user must wait before they can see the same campaign variant again after clicking a link or button within it.
During the re-eligibility period after a click:
The clicked variant is hidden for that user.
Other variants or the control group may still be shown.
Example: Re-eligibility Duration After Click is set to 5 days.
Day 0: User views Variant A → Impressions = 1
If the user does not interact, they may see Variant A or other variants in the next session.
If the user clicks on Variant A → they won't see Variant A for 5 days, but they may see Variant B or the control group.
After 5 days → the user can be re-randomized to Variant A, Variant B, or the control group (based on traffic allocation).
Cross-variant logic
If Variant A is clicked → it is hidden for 5 days.
Variant B can still be shown during that period.
After clicking Variant B, it too will be hidden for 5 days (independent of Variant A).
Impression counting
If Variant A becomes visible again after the re-eligibility duration, its second impression is only counted if the re-eligibility duration since the first impression has elapsed.
Non-interaction scenario
If the user neither clicks nor closes Variant A, they may still see it in the next session. Insider One cannot fully guarantee suppression of variants without a click or close event.
Together, these settings ensure controlled exposure to campaign variants, prevent over-counting impressions or conversions, and balance user experience with campaign fairness.
Re-eligibility Duration After Close
The Re-eligibility Duration After Close defines how long a user must wait before they can see the same campaign variant again after dismissing (closing) it.
During this re-eligibility period:
The closed variant is suppressed.
Other variants or the control group may still be displayed to the user.
For example, the Re-eligibility Duration After Close duration is set to 5 days:
Day 0: User views Variant A → Impressions = 1
If the user does not interact, they may still see Variant A (or another variant) in the next session.
If the user closes Variant A, they will not see Variant A again for 5 days, but may see Variant B or the control group.
After 5 days → the user can be re-randomized to Variant A, Variant B, or the control group.
Variant suppression logic
Closing Variant A hides it for 5 days.
Variant B can still be shown during that period.
If Variant B is closed, it is also hidden for 5 days (independently of Variant A).
Impression counting
If Variant A becomes visible again after the re-eligibility duration, a new impression is only counted if the re-eligibility period since the first impression has elapsed.
Non-interaction scenario
If the user neither clicks nor closes a variant, they might still see the same variant in the next session. Insider One cannot guarantee suppression of a variant unless the user actively closes (or clicks) it.
This ensures users are not repeatedly exposed to a campaign variant they have already dismissed, while still allowing exposure to other variants and maintaining fair campaign distribution.
Conversion
Click-Through Conversion Duration
Applies to Event Goals only.
Defines how long after a user clicks your campaign the configured event is still attributed to it. If the user triggers the event after this window has elapsed, it is not counted as a conversion for that goal.
Example: Click-Through Conversion Duration is set to 7 days.
Day 0: User clicks the campaign.
Day 3: User triggers item_added_to_cart → the conversion is attributed to the campaign.
Day 9: User triggers item_added_to_cart again → the conversion is not attributed (the 7-day window has elapsed).
In analytics, these conversions are reported under the Click-Through attribution.
View-Through Conversion Duration
Applies to Standard and Event Goals.
Defines how long after a user sees your campaign, without clicking it, the configured event is still attributed to it.
Example: View-Through Conversion Duration is set to 1 day.
Day 0: User sees the campaign but does not click it.
Same day: User triggers item_added_to_cart → the conversion is attributed to the campaign.
Day 2: User triggers item_added_to_cart again → the conversion is not attributed.
In analytics, these conversions are reported under the View-Through attribution.
Session-Based Setting
The Session-Based Setting determines how campaign visibility and conversion tracking operate within a user session.
A session begins when a user visits the website and remains active until one of the following occurs:
The user closes the browser or tab.
The user is inactive (no mouse movement, clicks, or scrolls) for more than 30 minutes.
Event goals do not support Session-Based attribution.
Campaign Visibility
If a user does not interact with a campaign (neither closes it nor clicks it), they can still view it during the same session. The variant will remain visible until the session ends, even if the user refreshes the page.
Metrics & Conversions
Metrics tied to sessions only consider events that occur within the same session. For example, if the Goal Conversion Duration is session-based:
The user must view the variant and complete the conversion (e.g., purchase) within the same session.
If the conversion happens in a later session, it will not be counted.
This setting ensures campaign tracking and conversion attribution remain tightly aligned with a single user session, preventing cross-session carryover.