Conversion Window
A conversion window is the defined time frame after an interaction during which a resulting conversion is still credited to that interaction. After it expires, later conversions are not attributed to the original click.
In depth
A conversion window sets the cutoff for how long a touchpoint can claim responsibility for a conversion, for example 7 days after a click or 1 day after a view. It exists because attribution must draw a line somewhere; otherwise a single ad could claim credit for purchases months later. The window length directly shapes your reported numbers, so a 30-day window and a 1-day window can make the same campaign look wildly different.
The common pitfall is using a window that mismatches your real sales cycle, which either misses slow conversions or over-credits stale touchpoints. In a quiz-funnel workflow, where leads may complete a scorecard and return days later to book a call, too short a window undercounts the quiz's impact. Choosing a window that reflects your typical deliberation time keeps attribution honest and prevents you from cutting budget on channels that simply convert on a longer timeline.
Example in practice
Frequently asked questions
What is a typical conversion window length?
Common defaults range from 1 to 30 days for clicks, with 7 days being a frequent starting point. The best length mirrors how long your prospects usually take to decide, which is longer for considered B2B purchases.
What happens to conversions that occur after the window closes?
They are still real conversions, but they are not attributed to the original interaction, so that touchpoint gets no credit. This can make long-tail channels appear less effective than they truly are.
Does the conversion window affect my reported conversion rate?
Yes, directly. A wider window captures more delayed conversions and raises the attributed rate, while a narrow window reports fewer, so always note the window when comparing results.