Conversion Window
The time period after an ad click or view during which a conversion is attributed to that ad interaction.
What Conversion Window means
A conversion window (or attribution window) defines the maximum time after an ad interaction (click or view) during which a resulting conversion is credited to that ad. Common windows include 1-day view, 7-day click, 28-day click, and various combinations. Privacy changes have significantly affected conversion windows — Meta reduced its default window from 28-day click/1-day view to 7-day click/1-day view following Apple's ATT implementation. Google offers flexible attribution windows up to 90 days for some conversion types. Shorter conversion windows improve privacy (less tracking duration) but may undercount conversions, particularly for products with longer consideration periods. For compliance, conversion window settings affect data retention periods, consent duration requirements, and the accuracy of ROAS calculations. Understanding how different windows affect reported performance is essential for accurate campaign evaluation.
Related terms
Attribution
The process of determining which ads and touchpoints contributed to a conversion, used for optimizing ad spend allocation.
Conversion
A desired action completed by a user after interacting with an ad, such as a purchase, sign-up, or download.
App Tracking Transparency
Apple's iOS framework requiring apps to get explicit user permission before tracking their activity across other apps and websites.
Pixel
A piece of code installed on a website that tracks user actions and sends data back to an ad platform for measurement and optimization.