Optimizing conversion windows for App campaigns

Use conversion windows as a tool to enhance and monitor effectiveness of your app campaigns. Conversion reports show you whether your campaign is running efficiently and let you measure cost per conversion, whether the conversion is an event or an install.

Conversion window configuration

Standard default conversion windows are set with an understanding that conversions such as app opens or registrations typically happen more quickly after an ad is viewed, whereas conversions such as purchases or reaching new levels in a game might take more time.

Window configuration gives you control over conversion measurement and takes into account that the time it may take your user to complete a conversion action may vary based on your business’s buying cycle as well as seasonality and length of promotions you set. For example, if your app helps your business sell cars, time to purchase may take longer than if your app helps your business sell mobile games, and if you’re running a two-week long holiday promotion, you may set a different window than other times of year. Learn about Engaged-view conversionsClick-through conversions, and View-through conversions.

Window timespan considerations

Set conversion windows that account for the typical time it takes for someone to convert on specific actions that you’re targeting.

If you set a longer window, you’ll get more conversions, but will have a greater probability of capturing organic conversions that might be less incremental, which can affect the accuracy of your conversion tracking.

Shorter windows capture less conversions overall and as a result, reduces the chances of capturing organic conversions, but might not capture all of the incremental conversions.

Tools that can guide window selections

Days to conversions

You can use the “Days to conversions” feature in Google Ads to see how long it takes for actions to convert in your different ad groups and to guide your conversion window selections.


  1. Sign into Google Ads.
  2. Select App Campaigns in the campaigns menu in the top left navigation menu.
  3. Select Ad Groups.
  4. In the top right menu, click the Segment icon Segment.
  5. Select Days to Conversions.

The rows indicate the times it takes for actions to convert for those ad groups. You can use this information to update your conversion windows.

Conversion lag reporting

Conversion lag is the delay between when people interact with an ad and when they perform a specific conversion action. Use conversion lag reporting in Google Ads to see conversion delay information on key metrics, including cost per acquisition (CPA) and return on ad spend (ROAS). Learn more About conversion lag reporting.

Related links

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center