About conversion windows

A conversion window is the period of time after an ad interaction (such as an ad click or video view) during which a conversion, such as a purchase, is recorded in Google Ads.

In Google Ads, you can edit the conversion window setting for any of the web page, imported, in-app action or phone call conversions that you're tracking.


The conversion window setting is ideal for businesses that want more control when measuring their conversions – particularly businesses that sell products with a buying cycle that doesn’t fit the default 30-day conversion window. If you set a longer conversion window, you'll also be able to see keywords early in the path to a conversion in Attribution reports.


Let's say that you're advertising a week-long promotion, and your customer needs to use the promotion within a week of clicking on an ad. You'd like to measure conversions for this promotion, so you adjust your conversion window to seven days. By doing this, you have a better sense of the value of your advertising within that shorter time frame.

Keep in mind: If you set your conversion window to seven days, any conversion that happens more than seven days after the ad interaction won't be recorded. This means that it won't appear in your reports. The time lag report in attribution reports will also be capped at seven days, so you won't see how many conversions helped by Google Ads happened during the next seven days.

How it works

You can set different conversion windows for each of your conversion actions, when you first create the conversion during setup or anytime after.

You also can change the conversion window as often as you like. Just remember that any changes apply to all conversions in the future. So, if you're using a 30-day conversion window and you change it to 10 days, the 10-day window will only apply to conversions recorded from that day onward.


Here's an example of how a conversion window would work if someone interacted with your ad on 1 March:

  • 1 March: Your conversion window is set to 30 days. Conversions between now and 30 March will be counted for this interaction.
  • 7 March: You change your conversion window to 10 days. Conversions before 10 March will be counted for the 1 March interaction.
  • 16 March: You change the conversion window again to 20 days. A 13 March conversion from this interaction, which wasn't counted within the last window, won't be retroactively counted. But future conversions before 20 March will be counted for the 1 March interaction.

Choose your window

Not sure what conversion window to choose? Check out the time lag report in your attribution reports. This shows you how the time between people's ad interactions and conversions varies. Knowing this, you'll have a better idea of how long your conversion window should be.


If 75% of conversions happen between the 25th and 30th day after an ad interaction, you'll want to make sure that you set a window for at least this long, or you might miss recording conversions.

Keep in mind that the Attribution time lag report reflects the time lag only for ad interactions on google.com that lead to conversions. It doesn't show time lag for conversions attributed to ad interactions on Google Display Network or other search partners.

Effect on Attribution reports

Attribution reports will show the path to conversions within any window that you choose. Here's how Attribution reports will show last-click conversions and assisted conversions:

  • Only last-click conversions that are within the conversion window that you choose will be shown.
  • Assisted conversions will be shown for 30, 60 and 90-day conversion windows, regardless of your conversion window setting. But the click that converted needs to be within the conversion window for these kinds of clicks to be shown.
About view-through conversion windows

You can also select a different window for view-through conversions. This lets you choose for how long to track conversions after an impression of an ad.

If you don’t customise the view-through conversion window when you create a new conversion, the default window is one day.


You'll be given the opportunity to choose a conversion window whenever you create a new conversion. If you'd like to edit an existing conversion, then follow these steps:

Bear in mind

  • You can set the conversion window anywhere from 1 to 90 days, depending on the source of conversions.
  • For Search and Display campaigns, if you don't customise the conversion window, a 30-day default window will be applied to your conversions.
  • Smart Bidding strategies, like Target CPA, ECPC and Target ROAS will count and optimise conversions for any window that you choose.
  1. Sign into your Google Ads account.
  2. In the upper right corner, click the tools icon Google Ads | tools [Icon], and under "Measurement", click "Conversions".
  3. Find the conversion action that you'd like to edit. Click its name in the “Name” column.
  4. In the “Settings” section, click Edit settings.
  5. Click “Conversion window”. Select how long you want to track conversions after an ad interaction from the drop-down menu. You can set it to anything from 1 to 30, 60 or 90 days depending on the conversion source. Note: Windows of at least 7 days are recommended, because they provide a richer set of conversion data.
    • For view-through conversions, click View-through conversion window and select an option from the drop-down menu. 
  6. Click Done.
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