Conversion window
Also known as: Attribution window
In short
The period after an eligible ad interaction during which a subsequent outcome can be counted as a conversion under the selected measurement settings.
Set the time relationship between interaction and outcome
A conversion window determines how long after an ad interaction a conversion remains eligible to be counted. Google Ads supports different windows for click-through, engaged-view and view-through measurement, subject to the conversion source.
This setting is separate from the date range selected in a report. A monthly report can include outcomes linked to earlier interactions, depending on the platform’s reporting conventions and settings.
Analytics systems also use lookback windows to determine how far before an outcome touchpoints remain eligible for attribution. Check the product’s definition rather than assuming every similarly named setting behaves identically.
Illustrative comparison
Imagine a fictional shopper clicking an ad on June 1 and purchasing on June 10. A seven-day click window would exclude that purchase from credit for the June 1 click. A suitable 30-day window could include it, subject to the other attribution and counting rules.
The purchase happened in either case. The setting changes eligibility for measurement, not whether the customer bought the product.
Keep comparisons consistent
A longer window may include more conversions without creating additional sales. Choose a window that fits the measurement question and buying process, then document it. Compare reports using equivalent windows and allow enough time for delayed outcomes before evaluating recent campaigns.