Conversion window
The conversion window is how long after an ad interaction a conversion can still be credited to the ad. Google's default for clicks is 30 days.
In the platformMeasurement
Click-through conversion window
The conversion window is how long after an ad interaction a conversion can still be credited to the ad. Google's default for clicks is 30 days.
If a person clicks on March 1 and buys on March 20, the sale counts only if the window is at least 20 days. Longer windows credit more late conversions; shorter windows report fewer but more recent ones. Match the window to how long your customers really take to decide. It also affects how quickly recent data becomes complete.
Where you'll see it
In Google Ads, go to Goals > Conversions > Summary, open a conversion action and edit its settings. The click-through window can be 1 to 90 days (default 30). Engaged-view conversions on video and view-through conversions (1 to 30 days) have their own windows. On Meta, each ad set's attribution setting defaults to 7-day click and 1-day view. TikTok sets click and view windows per ad group, also 7-day click and 1-day view by default.
Worked exampleA furniture store, $6,000 a month
| Window | Purchases | CPA |
|---|---|---|
| 7 days | 30 | $200 |
| 30 days | 42 | ≈ $143 |
Many buyers come back after two or three weeks. Neither number is wrong; the 30-day one fits this store's buying cycle better.
Do
- Note each platform's window before comparing Google and Meta
- Let late conversions arrive before judging recent days
- Expect a learning period after changing the window on a Smart Bidding action
Don't
- Shorten the window to make results look cleaner; it hides real sales from bidding