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Conversion window

A conversion window is the period after someone interacts with an ad during which a purchase or other conversion is still credited to that ad.

How it works

In Google Ads, each conversion action has its own windows:

  • click-through: 30 days by default, from 1 to 90 depending on the conversion source;
  • engaged-view, after a video engagement: 3 days;
  • view-through, after an impression without a click: 1 day.

Google Ads does not record a purchase made after the window. A change to a window applies only from the day you make it.

Other systems keep their own: a Meta ad set has click-through and view-through windows. By default, Klaviyo credits an order to an email opened or clicked in the previous 5 days (for new Klaviyo customers since 9 October 2024). Each system looks only at its own touches, so Google Ads, Meta and the email service can all claim the same order. The attribution model decides how Google shares credit between its own clicks.

Where you see it

In Google Ads: Goals → Conversions → Summary → a conversion action → Edit settings, the fields “Click-through conversion window”, “Engaged-view conversion window” and “View-through conversion window”.

Example

Example store, not client data.

A shopper clicks the tableware shop’s Google ad on 1 March, opens its newsletter on 18 March and buys on 20 March.

With a 30-day window, Google Ads counts the order and dates it 1 March. Klaviyo counts it too: the email was opened 2 days before. One order, two reports. With a 7-day window, Google Ads would not count it.

Not to be confused with

  • Conversion lag — the actual time from click to purchase. The window sets its upper limit.
  • Lookback window — the stretch of history used to judge products, such as 90 days or 12 months. It does not decide which ad gets credit.

Right and wrong readings

  • Wrong: “Cut the window to 7 days and last month’s report will keep only the fast orders.” Right: Google Ads does not recount past conversions.
  • Wrong: “Orders in Google Ads, Meta and the email service add up to what marketing brought in.” Right: one order can appear in all three. The store’s own order count is the ceiling.

Sources

  • About conversion windows (Google Ads Help) — defaults, the 1–90 day range, changes apply going forward. Checked 2 October 2026.
  • Ad Set (Meta Marketing API reference) — click-through and view-through windows in attribution_spec. Checked 2 October 2026.
  • Understanding message conversion tracking (Klaviyo Help Center) — the 5-day email default, counted on opens and clicks. Checked 2 October 2026.