Conversion Window
The time period after an ad interaction during which a resulting conversion will be credited to that interaction. Windows differ for clicks and views, and platforms let you configure them, defining how long the gap between engagement and conversion can be while still counting.
Why It Matters
The window length shapes reported performance and how bidding attributes value. A window too short undercounts long consideration cycles, while one too long over-credits ads, so aligning it with your real sales cycle keeps optimization honest.
Common Mistake
Comparing campaigns or platforms with different conversion windows without normalizing them. A thirty-day window will always show more conversions than a seven-day one, making cross-platform comparisons meaningless.