Google Expands AdWords Conversion Window Settings

google-adwords-square-logoIn a small but significant change, Google is doing away with the 30-day conversion window in AdWords. Now advertisers can customize the conversion window from 7 to 90 days.

Extending the window up to 90 days is good news for marketers whose sales cycles typically take longer than 30 days after an ad click or for those advertisers focused on luring repeat buyers back to the site and want to track performance on that metric.

Advertisers with shorter sales cycles that don’t want lagging conversions to cloud their attribution data, can opt to shorten the window. Some may wish for an even shorter window (Facebook, for example, allows for as short as a one day window), but it’s a step in the right direction.

AdWords Conversion Window Change

You can make edits by going to the Conversions tab under Tools and Analysis. As a guide to setting your conversion, AdWords provides a link to the Search Funnels conversion time lag report which shows the time it takes your customers to complete a conversion after clicking on your ads.


Related Topics: Channel: SEM | Google: AdWords | Search Ads: General | Search Marketing: General | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • PaprikaMktg

    Glad I spotted this. Going to be really useful for one of my clients with a long sales cycle. Thanks.

  • Tomáš Bzirský

    I think that more important news is Cross-account Conversion Tracking – >

  • Tamer DUYMAZ

    At last, it’s really necessary option for advertisers

  • Barb Young

    Finally! So many of our clients have long, complex sales cycles. Even with Multi-Channel Funnel reports, we know that PPC conversions are being under-attributed. Look forward to seeing the results.

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