When you try to measure your on axis frequency response in your room at your listening position you're not measuring just the on axis frequency response of the speaker, but instead all of it's in-room reflections that start off as "rays" that emanate from the speaker at various arced angles (not just on-axis). Besides, terms like on axis frequency response and listening window are terms related to anechoic measurements of speakers (no reflections, no room interactions) - so the advice to buy or EQ a speaker to a smooth listening window with flat on-axis response is based around the anechoic measurements, not your in-room measurements using your UMIK - it's not the same thing.
You'd get the spinorama data from Amir's reviews of the speaker you've decided to buy, and then you'd optimise it with EQ by EQ'ing it to a smooth Listening Window and flat on axis frequency response. So in REW you'd use EQ filters to smooth out the Listening Window response, then you'd apply that same set of filters to the on axis frequency response in REW to see how those filters affect the on-axis response, then you'd tweak that same set of EQ filters to try to get the on-axis frequency response to be flat in tonality (so you'd use broad acting filters at this stage). For example here is the Anechoic EQ I did for my JBL 308p Mkii speakers, (Amir has reviewed this model of speaker, and I used his spinorama data in REW to do the EQ's):
Just picked up a pair of these to play with while in COVID QT and have a question related to the limiter. I was hitting one of the speakers pretty hard (didn't measure the actual input voltage or output SPL) to see if I could duplicate the limiter symptoms Amir got...which I thought I did. I...
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Notice in the graphs at that link that I've prioritised smoothing out the Listening Window (removing the "jaggies" and larger undulations/deviations), and notice that in the On-Axis graph that I've prioritised making sure the tonality is totally flat, you can see it tracking 109.6dB on average as flat along that line as possible. It's a juggling act between smoothing out the Listening Window response whilst making sure that the same set of filters are working to make the On-Axis Response track a flat dB line (horizontal flat). Thankfully the JBL 308p Mkii is a very well behaved speaker in it's directivity and frequency response which means that it's an easy juggling act between the Listening Window and the On-Axis.