Below you will find information about how timelines work in Masslytics analyses, including when to expect results and how time windows are applied.
In order to see the first results in the Masslytics dashboard, two conditions must be met:
Masslytics performs calculations at midnight.
This means that if you have a running campaign today, you will see the results of yesterday starting tomorrow in your dashboard.
There is no strict prerequisite for when to install the tag, as Masslytics starts measuring continuously as soon as it is installed.
For indirect impact measurements, we also consider the post-campaign period as an off-campaign baseline, so prior installation is not required.
However, in an ideal scenario, we recommend installing the tag about one week in advance of your campaign start.
This allows for a more robust baseline measurement and better insight into indirect effects.
Masslytics uses a 5-minute time window in Western countries to detect the direct impact of advertisements after they are broadcast.
This short window ensures that the attributed effect can reliably be tied to the specific ad broadcast.
The 5-minute window is configurable. If you believe that in your market a longer time window would better reflect user behavior, our data scientists can evaluate and adjust the setting to ensure accuracy before applying it.