Google Analytics Ditches Fixed Conversion Window, Gives Advertisers More Flexibility

Google Analytics recently made changes to its conversion tracking settings, giving advertisers more flexibility when measuring the effectiveness of their campaigns.

The company removed the fixed three-day lookback window for engaged-view conversions and replaced it with a custom range of 1 to 30 days. This change will allow advertisers to set attribution windows that align better with their unique business cycles.

The update also applies to click-through conversions, which can now be set to any integer from 1 to 90 days. Previously, advertisers were limited to preset values such as 1, 7, 14, 30, 60, or 90 days.

The change is part of a broader effort by Google to give advertisers more control over their conversion tracking settings. In January, the company made attribution settings adjustable independently for every conversion, and in May, it added cross-channel conversion reporting to its Data API.