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Why it matters
A conversion that happens after the window is not counted at all. With a short window, everyone who takes time to decide disappears from the numbers, and Smart Bidding learns to bid less for them.
The right window covers how long most of your customers take, which you can read in the days to conversion report.
Where to find it in Google Ads
- Open Goals, then Conversions, then Summary, and open an action.
- Look at Click-through conversion window, and the engaged-view and view-through windows.
- Compare with the Days to conversion segment on your campaigns.
- Note that Google-hosted lead forms have a window Google sets.
An example
A furniture shop changes its purchase window from 7 to 30 days, after seeing that many buyers come back two weeks after their first click. Reported sales rise without any change in what the ads do.
Common mistakes
- Leaving a one day window on a primary action.
- Setting different windows on actions that are compared with each other.
- Changing the window and reading the rise as better performance.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Conversion lag: The time between a click and the conversion it leads to.
- Attribution model: The rule that decides how credit for a conversion is shared between the clicks and ads that led to it.
- Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.