Examples of how conversions are counted

When a user converts after viewing or clicking an ad, the conversion's attribution is determined by the timing of past events. Post-view or post-click conversions are counted based on a conversion window. The following conversion windows will be used in examples 1 - 6 below:

• Post-view window (to count impressions): 10 days
• Post-click window (to count clicks): 15 days

The conversion is attributed to the last event within the 2 conversion windows, with clicks taking precedence over impressions.

Example 1: Impressions and clicks inside the conversion windows

A conversion that occurred on March 10th was attributed to the last click within the conversion window.

Event	Type	Date
1	Impression	March 1
2	Click	March 2
3	Impression	March 3
4	Impression	March 4
Result: March 10th post-click conversion counted, and attributed to event 2.

 

Example 2: Clicks outside the conversion window, impressions inside

A conversion that occurred on March 20th was attributed to the last impression within the conversion window. Note that the March 2nd click fell outside of the window.

Event	Type	Date
1	Impression	March 1
2	Click	March 2
3	Impression	March 14
4	Impression	March 23
Result: March 20th post-view conversion counted, and attributed to event 3.

 

Example 3: Multiple clicks, last click wins

A conversion that occurred on March 10th was attributed to the last click within the conversion window.

Event	Type	Date
1	Click	March 1
2	Click	March 2
3	Impression	March 3
4	Impression	March 5
Result: March 10th post-click conversion counted, and attributed to event 2.

 

Example 4: Impressions only, last impression wins

A conversion that occurred on March 10th was attributed to the last impression within the conversion window.

Event	Type	Date
1	Impression	March 1
2	Impression	March 3
3	Impression	March 4
4	Impression	March 5
Result: March 10th post-view conversion counted, and attributed to event 4.

 

Example 5: Impressions only, outside the conversion window

A conversion that occurred on March 15th wasn't attributed because all impressions and clicks fell outside of the conversion window.

Event	Type	Date
1	Impression	March 1
2	Impression	March 2
3	Impression	March 3
4	Impression	March 18
Result: March 15th post-view conversion not counted, no attribution.

 

Example 6: Impressions and clicks outside the conversion windows

A conversion that occurred on March 20th wasn't attributed because all impressions and clicks fell outside of the conversion window.

Event	Type	Date
1	Impression	March 1
2	Click	March 3
3	Impression	March 4
4	Impression	March 23
Result: March 20th post-view/ click conversion not counted, no attribution.