Conversion Window

Definition:
A conversion window is the period of time during which a conversion is credited to a click or impression on an ad.

Why it matters:
It defines which conversions are attributed to a campaign. A short window may miss delayed conversions; a long one may inflate credit.

Common examples:

• 7-day click window

• 1-day view window (e.g., Meta default)

• Custom windows in GA4 or platforms like TikTok

Best practices:

• Align window length to buying cycle

• Keep windows consistent across campaigns

• Monitor overlap when running multi-channel campaigns