Paid Advertising
Conversion Window
The time span after a click or impression in which a resulting conversion still gets credited back to the ad.
Definition
A conversion window is the period following an ad click or view during which a later conversion is still attributed to that ad. It directly shapes how many conversions get reported and what the bidding system learns from.
In depth
When someone clicks your ad, the platform keeps watching for a set number of days. If they convert inside that span, the ad gets credit; outside it, the conversion is invisible to the campaign. The setting is configurable — commonly 30, 60, or 90 days — and it shapes your whole marketing attribution picture, since longer spans capture more delayed conversions.
Home services rarely convert in one sitting. A homeowner clicks, gets three bids, talks it over, and books two weeks later. With too short a span, that perfectly good lead never shows up in your numbers — making your ads look weaker than they are and starving Smart Bidding of the data it needs to optimize.
The mistake is leaving the default without thinking about your real sales cycle, especially for high customer lifetime value jobs that take weeks to decide. We set it to match how long your prospects actually take, lean on solid conversion tracking, and let the bidding optimize toward jobs that close — not just the ones that happen to close fast.
Worked example
A custom home builder lengthens the conversion window from 30 to 90 days and sees attributed estimate requests rise as slow-deciding buyers finally get counted.
Paid Advertising
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