Conversion window
Also called click-through conversion window, view-through conversion window.
The Google Ads setting for how long after an ad interaction a conversion can be recorded.
Google Ads sets a conversion window on each conversion action. A conversion that happens after the window has closed is not recorded for that ad, and never appears in its reports (Google).
Defaults for a new conversion action:
| Window | Default |
|---|---|
| Click-through | 30 days |
| Engaged-view (video) | 3 days |
| View-through | 1 day |
The click-through window can be set from 1 to 90 days, depending on the conversion source. Set it to fit your buying cycle: a 30-day window drops deals that close in week six. The same idea in other tools is the attribution window.
For uploaded offline conversions, the click has to fall inside the window too. See Google Ads conversion tracking for lead generation.
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