Conversion Window
A conversion window is the set period of time after a user clicks or views an ad during which a resulting conversion is counted toward that ad. It is the countdown a platform uses to decide whether a later sale, signup, or lead still belongs to the interaction that started it. If the conversion happens inside the window, the ad gets credit. If it happens after the window closes, it does not.
Why the Conversion Window Matters
The conversion window controls how many conversions each campaign is allowed to claim. A 1-day window counts only sales that happen within 24 hours of the click. A 30-day window counts sales up to a month later. The exact same spend can report twice the conversions under a longer window.
This shapes every budget decision that follows. A short window undercounts channels with long buying cycles, such as B2B or high-ticket products, making them look unprofitable. A long window can inflate results and let two platforms each claim the same sale. Set the window wrong and your return on ad spend is distorted before any deeper analysis starts.
Click Window vs View Window
Most platforms split the conversion window into two types based on how the user interacted with the ad.
- Click window: Counts a conversion when the user clicked the ad and then converted within the time limit. A click is a strong intent signal, so the click window is usually the longer of the two.
- View window: Counts a conversion when the user saw the ad (an impression) without clicking, then converted within the time limit. An impression is a weaker signal, so the view window is usually short, often 1 day.
A setting written as “7-day click, 1-day view” credits conversions up to 7 days after a click but only up to 1 day after a view. View windows are common in display and social advertising, where impressions far outnumber clicks. Treat view-window conversions with more caution, since the user may have converted without the ad influencing them at all.
Conversion Window vs Attribution Window
The two terms describe the same idea and are often used interchangeably. The difference is mostly which platform you are in.
- Conversion window: The exact label Google Ads uses for the setting. It emphasizes the countdown: how long a conversion can still count.
- Attribution window: The broader, model-neutral term used across analytics tools and Meta. It carries the same timeframe meaning.
The window only sets the deadline. A separate attribution model decides how credit is split among the touches that qualify inside it. The window filters which conversions are eligible; the model allocates the credit.
Platform Default Conversion Windows
Each platform sets its own defaults and adjustable ranges. Many of these shortened after Apple’s iOS 14 App Tracking Transparency rollout in 2021.
| Platform | Default click window | Default view window | Adjustable range |
|---|---|---|---|
| Google Ads | 30 days | n/a (engaged-view for video) | 1 to 90 days |
| Meta (Facebook/Instagram) | 7-day click | 1-day view | 1-day click, 7-day click, plus view options |
| TikTok Ads | 7-day click | 1-day view | up to 28-day click |
| GA4 | 90 days (acquisition: 30 days) | n/a | 30, 60, or 90 days |
Meta cut its default from a 28-day click window to a 7-day click window after iOS 14. That is why older Facebook reports often show more conversions than current ones for the same budget.
How to Set the Conversion Window
Each platform exposes the setting in its conversion or measurement area.
- Google Ads: Go to Goals > Conversions, pick a conversion action, and edit the Conversion window (1 to 90 days).
- Meta Ads Manager: Open the ad set, find the Attribution setting, and choose the click and view window.
- GA4: Go to Admin > Attribution settings and set the Conversion lookback window to 30, 60, or 90 days.
Keep the window consistent across platforms when comparing channels. Accurate counts also depend on clean source data, which starts with consistent UTM tags so every click is captured before the window applies. Tools like the UTM builder generate tagged links automatically.
Frequently Asked Questions
What is a conversion window in simple terms?
A conversion window is the deadline for a conversion to count toward an ad. If someone clicks or views your ad and converts within the window, the ad gets credit. If they convert after it closes, the ad gets nothing. It is the timeframe that decides which results a campaign can claim.
What is the difference between a click window and a view window?
A click window counts conversions after a user clicks the ad. A view window counts conversions after a user sees the ad without clicking. Click windows are usually longer because a click signals stronger intent than an impression. View windows are often just 1 day.
Is a conversion window the same as an attribution window?
Yes, the terms are largely interchangeable. Google Ads calls the setting a “conversion window,” while analytics tools and Meta tend to say “attribution window” or “lookback window.” All three refer to the time period during which a conversion is credited to a prior click or view.
What is the default conversion window in Google Ads?
The default click-through conversion window in Google Ads is 30 days. You can set it anywhere from 1 to 90 days per conversion action. Shorter windows suit impulse purchases, while longer windows suit considered purchases with longer research cycles.
To make sure every click feeds your conversion window cleanly, tag your campaign links with the free UTM builder at linkutm.