Quick answer: Go to Tools & Settings > Conversions > select your conversion action > Edit settings > adjust the conversion window > Save. Options are 1, 3, 7, 30, or 90 days. The default is 30 days.
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What is an Attribution Window in Google Ads?
A conversion window defines exactly which conversions Google Ads credits to your ads.
Definition: the lookback period during which conversions are credited to an ad click
When a user clicks your ad, the clock starts. Any conversion that happens within that window gets credited to that click. Per Google's Ads Help Center, you can set this window from 1 to 90 days for click-through conversions.
Default setting: 30 days
Google Ads defaults every new conversion action to a 30-day click-through window. A user who clicks your ad on day one and converts on day 22 still counts.
Why it matters: aligns conversion credit with your actual sales cycle
The wrong window skews your data. Set it too short and you miss real conversions. Set it too long and you credit clicks that had nothing to do with the final purchase. Match the window to how your buyers actually behave.
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Understanding Click-Through vs View-Through Conversion Windows
Google Ads tracks two separate window types. They serve different purposes.
Click-through conversion window: period after an ad click (1-90 days)
This window activates the moment a user clicks your ad. Google Ads offers five pre-set options: 1, 3, 7, 30, and 90 days. You cannot enter a custom number. If your sales cycle is 15 days, pick 30.
View-through conversion window: period after an ad impression, no interaction (1-30 days)
View-through conversions happen when a user sees your ad but does not click. They convert later on their own. Per Google's view-through conversion window documentation, this window tops out at 30 days. It does not go to 90.
When to use each: depends on your campaign type and conversion source
Click-through windows fit search and shopping campaigns. View-through windows suit display and video, where impressions build awareness before a user converts through another channel.
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How to Set or Edit Your Conversion Window in Google Ads
This takes under two minutes once you know where to go.
Step 1: Navigate to Tools & Settings > Conversions
Sign in to Google Ads. Click "Tools & Settings" in the left-hand menu. Select "Conversions."
Step 2: Select the conversion action to edit
You'll see a list of every conversion action in your account. Click the one you want to update. Each action has its own independent window. Changing one does not touch the others.
Step 3: Click 'Edit settings' and find the conversion window field
Inside the conversion action, click "Edit settings." Scroll to the conversion window section. You'll see separate fields for click-through and view-through.
Step 4: Choose your click-through and view-through window lengths
Select 1, 3, 7, 30, or 90 days for click-through. Select from 1 to 30 days for view-through. Base the choice on your typical sales cycle length.
Step 5: Save and verify in Attribution reports
Click "Save." Check your Attribution reports to confirm the window is reflected correctly in your data going forward.
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Choosing the Right Conversion Window for Your Business
Pick the window closest to your real sales cycle length.
Short sales cycles (1-7 days): fast-moving products or services
Impulse buys, low-cost items, and same-day bookings convert quickly. A 7-day window is enough. A 30-day window would over-credit stale clicks.
Medium sales cycles (7-30 days): mid-priced items, typical default
The 30-day default fits most e-commerce and mid-priced categories. Customers research, compare, and buy within a month. This setting works for the majority of advertisers.
Long sales cycles (30-90 days): complex products, B2B, high-ticket items
B2B software, enterprise services, and high-ticket products take weeks or months to close. A 90-day window captures those delayed conversions without cutting them off early.
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Conversion Windows vs Attribution Reports: Key Differences
These two settings are easy to confuse. They control different things.
Conversion window: permanent setting on each conversion action
The conversion window lives inside each conversion action. It determines which conversions are eligible to be recorded at all. It is a hard boundary on your data.
Attribution report lookback window: adjustable per report (30, 60, or 90 days)
Per Google's Ads Help Center documentation on attribution reports, the lookback window inside attribution reports controls how far back the report scans when assigning credit across touchpoints. You adjust it directly in the report view. Options are 30, 60, or 90 days.
How they interact: conversion window limits available data for attribution reports
Your conversion window caps what the attribution report can work with. If your conversion action has a 30-day window, the report cannot pull 90-day data. That data was never collected. Configure the conversion window first. Then set up your reports.
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Tips for Optimizing Your Conversion Windows
These four habits keep your attribution data clean.
Start with the 30-day default and test
Do not change your window until you have enough conversion volume to see a pattern. The default is a reasonable starting point for most campaigns.
Use your sales cycle and customer behavior data to guide changes
Pull your average time-to-conversion from Google Analytics or your CRM. That number is your target window length.
Monitor conversion rates regularly to detect window misalignment
If conversions drop sharply after a window change, the new setting may be cutting off real conversions. Check results week over week before making further changes.
Avoid excessively long windows that obscure attribution accuracy
A 90-day window can blur which campaigns actually drove results. Reserve it for sales cycles that genuinely require it. Wider is not always better.
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Frequently Asked Questions
What is the default conversion window in Google Ads?
The default click-through conversion window in Google Ads is 30 days. Any conversion that happens within 30 days of an ad click will be credited to that click unless you change the setting.
Can I set a custom conversion window like 15 days in Google Ads?
No. Google Ads only allows pre-set options: 1, 3, 7, 30, or 90 days for click-through conversion windows. You cannot enter a custom day count. If your sales cycle is around 15 days, choose 30 days as the closest option.
What is the difference between a conversion window and an attribution report lookback window?
A conversion window is a permanent setting on each conversion action that determines which conversions are recorded. An attribution report lookback window is adjustable inside each report and controls how far back the report scans for ad interactions. The conversion window limits what data the attribution report can access.
How long can a view-through conversion window be in Google Ads?
View-through conversion windows max out at 30 days. Click-through conversion windows can extend up to 90 days. View-through conversions track users who saw your ad but did not click before converting.