Conversion Window
01 Definition
Conversion Window meaning: The time span after an ad interaction during which a later conversion still gets credit.
A Conversion Window is the period after a click or view in which a conversion is counted for that interaction. Advertisers can often set it, for example 1 to 90 days for clicks. A shorter window credits fast actions; a longer window captures slower decisions but may include less certain links.
Also called
Why it matters
How Conversion Window fits the work
The window shapes how many conversions you record and when, which affects reported return and how fairly you compare campaigns.
In context
With a 30 day click window, a purchase made 12 days after the ad click is credited, but one made 45 days later is not.
Practical note
Changing the window changes reported totals, so keep it consistent when comparing periods. Long windows suit high-consideration purchases; short windows suit quick, impulse actions.