Q3 How well do you understand your sales cycle?

i.e. What analysis have you done on sequence and consideration period for searches or affiliate referrals based on ‘cookied’ visitors i.e. do you understand this pattern?

Which cut-off do you use to assess contribution from different media such as display ads? Usually, a period of 30 days is a standard for a product like a holiday, but it could be shorter for books or CDs, for example.