How-to · Updated October 11, 2026
Change the conversion window in Google Ads
Updated October 11, 2026
15 minutes
To change the conversion window, open Goals, Conversions, Summary, click the action, then Edit settings, and set the Click-through conversion window to cover the time from ad click to that step, up to 90 days. It applies only to conversions from then on, and an uploaded sale outside the window is not recorded.
Before you start
- Standard or Admin access. Google's access table lets Read-only users view campaigns and run reports, but not edit campaigns.
- How long your customers take to decide. Count the days from first inquiry to the step the action records, from your own records.
- A note of each action's current window and today's date. Google lists conversion action edits under Conversions in change history, but says not every account-level settings change is always listed.
Decide how long the window needs to be
Set the window to cover the time most customers take from the ad click to the step this action records, which is the final sale only if the action records sales.
- Click the Goals icon, then Attribution, and open the Path metrics report. Avg. days to conversion shows how many conversions came each day after the last ad interaction. Google notes its time lag covers ad interactions on google.com only.
- For an action fed by uploads of later steps, such as a signed contract or a paid invoice, count from your own records the days from each recent customer's first inquiry to that step.
- Pick a window that covers nearly all of them. Google recommends windows of at least 7 days, because they provide a richer set of conversion data.
A worked example: a business whose customers sign a median 40 days after their first inquiry, with one in five signing after 60 days, needs 90 days on its uploaded sales action. On the 30-day default, most of those uploads would not be recorded.
Change the window on the action
Edit the action's settings; the new window applies only to conversions recorded from that day on.
- In Google Ads, click the Goals icon, open the Conversions drop-down and select Summary.
- Find the conversion action and select Edit settings.
- Expand Click-through conversion window and choose the number of days from the drop-down. Google says it can be anywhere from 1 to 30, 60 or 90 days for Search and Display campaigns, depending on the conversion source.
- Leave Engaged-view conversion window and View-through conversion window alone; they govern conversions after a video engagement or an ad view.
- Click Save, then Done.
Google's own example: raising a window again does not bring back a conversion the shorter window missed. If the action was created from Google Analytics and the attribution setting is Paid and organic channels, Google says the window must be changed in Google Analytics.
Keep uploads and corrections inside Google's limits
Upload a sale while it is inside both the action's window and 90 days from the click, and correct it within 54 days, or Google does not take it.
- Google keeps the click ID (GCLID) for 90 days and does not import offline conversions uploaded more than 90 days after the last click, or 63 days for enhanced conversions for leads.
- Google also says an upload can fail as too old when the conversion is older than the action's own conversion window. So on the 30-day default, a sale made on day 45 is not recorded, even though the click ID is still kept.
- If many of your sales close after 90 days, Google's advice is to upload a different offline step that happens within 90 days, such as a qualified lead or an accepted quote, as its own action.
- Correct an uploaded conversion soon. Google says adjustments can be made within 54 days, and that automated bidding reads them only within 7 days of the conversion first being recorded.
Check it worked
The next day, hover over the action on the conversions Summary. Google says the hover card lists its conversion windows, which should show the new click-through window.
For an action fed by file uploads, open Goals, Conversions, Uploads, click Download errors on your next upload and read the Results column. Rows refused because the identifiers are too old should stop for sales inside the new window. The main columns file conversions under the date of the ad click, so with a long window recent weeks keep rising as late conversions arrive.
Does a longer window change what bidding sees?
Google says Smart Bidding strategies count and optimize toward conversions within whatever window you choose. Google also says a conversion that happens after the window closes is not recorded and does not appear in your reports, so set the window before judging a campaign on slow-deciding customers.