Conversion Window
The time period after an ad interaction during which a conversion is attributed to that ad.
Why It Matters
The conversion window directly affects how many conversions each campaign reports.
How It Works
When a user clicks or views an ad, a timer starts. If they convert within the window (e.g., 7 days), the ad gets credit. Longer windows capture more conversions but reduce attribution precision.
Real-World Example
With a 7-day click window, a purchase on day 6 counts as a conversion but a purchase on day 8 does not.
Common Mistakes
Comparing campaigns with different conversion windows
Using a window shorter than your typical sales cycle
Related Terms
A conversion that occurs after someone saw but did not click your ad.
A conversion that occurs after someone clicks your ad and later completes the desired action.
A framework for assigning credit to the marketing touchpoints that lead to a conversion.
Conversion Window FAQs
What is the default conversion window on Meta?
Meta defaults to a 7-day click and 1-day view conversion window.
Should I use a longer conversion window?
Use longer windows for high-consideration products and shorter windows for impulse purchases.
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