Definition
A Conversion Window is the period of time after an ad interaction during which a conversion can be credited to that ad in Google Ads.
It determines how long Google tracks and attributes a conversion after someone clicks or views your ad.
How It Works
When a user interacts with your ad (for example, clicks on it), Google starts tracking that user for a defined number of days.
If the user completes a conversion within that timeframe, the conversion is attributed to the ad interaction.
There are typically different types of windows:
- Click-through conversion window – Tracks conversions after an ad click
- Engaged-view conversion window (for video) – Tracks conversions after a user watches a video ad but doesn’t click
- View-through conversion window (for Display) – Tracks conversions after an ad impression without a click
Common click-through windows are:
- 7 days
- 30 days (default in many cases)
- 60 or 90 days (depending on setup)
Why It’s Important
The conversion window affects:
- Reported conversion volume
- Smart bidding performance
- Attribution accuracy
- Performance evaluation
A short window may underreport conversions for products with longer decision cycles.
A long window may over-attribute conversions to ads.
How to Choose the Right Window
- Align the window with your sales cycle length.
- Short decision process → shorter window (e.g., 7 days)
- Longer consideration process → longer window (e.g., 30–90 days)
- Analyze time lag reports to see how long users typically take to convert.
- Keep consistency when comparing historical performance data.
A well-configured Conversion Window ensures accurate attribution and allows automated bidding strategies to optimize effectively based on realistic customer behavior timelines.