On this page
The short answer
The click-through window decides how long after a click a conversion still counts. On a primary action set to one day, anybody who comes back the next day is lost. Oppy finds each one and, where the setting is the account's own, prepares the move back to Google's 30 day default.
Why it matters
Few people decide within a day. Someone compares quotes, asks a partner, comes back after the weekend. With a one day window, all of those conversions happen and are never counted.
The loss is silent. The account reports fewer conversions than it got, and Smart Bidding learns that the clicks behind those late decisions were worthless, so it bids less for exactly the people who think before buying.
How Oppy decides
The check reads every enabled conversion action and keeps the primary ones whose click-through lookback window is one day or less.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Measurement |
| What it reads | Conversion actions |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Oppy prepares the corrected conversion setting. Waits for your approval in both modes. |
Check it yourself in Google Ads
- In Google Ads, open Goals, then Conversions, then Summary.
- Open each primary action and look at Click-through conversion window.
- Note any set to 1 day.
- Check how long your customers usually take: open Segment, then Conversions, then Days to conversion on the campaign table.
What to do about it
Set the window to cover how long your customers take, 30 days unless you know better. Long B2B cycles may need 60 or 90.
Remember that a longer window counts more late conversions from that day on, so the numbers for recent days will keep rising for a while. That is normal.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.
- A sale reported at a fixed price rather than its own
- Two primary actions counting the same result
- A number somebody typed, standing in for what a customer is worth
- Conversion value that is really a conversion count
- A lead counted every time the same person does it
- Conversions that arrive after the report is read