Google Expands AdWords Conversion Window Settings

In 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.

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.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.