How do I edit a conversion window length?

You can adjust these settings for each individual conversion action. Changes will apply to all future data recorded.

Step-by-Step Instructions

Navigate to Goals: Click the Goals icon (bullseye) and select Conversions > Summary.
Select the Action: Click the name of the specific conversion you want to modify (e.g., “Purchase” or “Lead Form”).

Enter Edit Mode: Click Edit Setting in the bottom right corner.

Find the Window Settings: You will see three distinct windows you can adjust:

Click-through conversion window: How long to track after someone clicks your ad. (Default is 30 days).
Engaged-view conversion window: How long after someone watches at least 10 seconds of a video ad.
View-through conversion window: How long after someone just sees your ad but doesn’t click. (Default is 1 day).

Adjust the Duration: Use the dropdown to select a timeframe ranging from 1 week to 90 days.
Save: Click Save and then click Done.

Strategy: Choosing the Right Window

Business Type	Recommended Window	Why?
Impulse Buy / Low Cost	7 – 14 Days	If they don’t buy within a week, the ad probably wasn’t the primary driver.
Standard E-commerce	30 Days	This is the “sweet spot” for most retail and consumer goods.
High Ticket / B2B	60 – 90 Days	Complex decisions take time. You want the AI to get credit for a click that happened 2 months ago.
View-Through	1 Day	Keep this short. If they saw an ad 2 weeks ago and didn’t click, the ad’s influence is likely low.

Smart Bidding & Windows

Warning: If you extend your window to 90 days, your ROAS and CPA metrics will “backfill” over time. This means today’s reported performance might look bad, but in 60 days, it could look great as those late conversions finally record.

Action: Check the “Days to Conversion” report in your Insights tab to see your actual average customer journey length before changing this setting.

Troubleshooting: Why can’t I go past 90 days?

In 2026, Google caps the conversion window at 90 days for privacy reasons. If your sales cycle is 6 months or longer, you should instead track a “Mid-funnel” action as your primary goal (like a “Qualified Lead” or “Demo Completed”) which typically happens within that 90-day window.

Last Updated 2nd February 2026.

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