What is Conversion window in advertising?

Conversion window: what it means in advertising

Definition

A conversion window is the length of time after an ad interaction during which a conversion is still counted for that ad. In Google Ads it is set per conversion action, most commonly 30 days for clicks. It is the same idea as an attribution window, expressed as a setting on the conversion action rather than as a reporting choice.

What to know

The window has to be longer than your real consideration period or you will systematically undercount. A purchase that takes three weeks to decide looks unprofitable under a 7-day window and profitable under a 30-day one, with nothing in the business having changed.

Changing the window changes the historical data automated bidding learns from, so it is not a free reporting tweak. Expect a stretch of unstable delivery afterwards.

Related terms

Attribution windowAn attribution window is the period after seeing or clicking an ad during which a conversion is still credited...View-through conversionA view-through conversion is credited when someone is shown your ad, does not click it, and converts later wit...Target CPATarget CPA is an automated bid strategy where you state the average cost per conversion you want and the platf...IncrementalityIncrementality is the share of conversions that genuinely happened because of advertising, rather than convers...

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