Measurement and traffic quality

Attribution window

Updated 25 Oct 2026

An attribution window is the number of days after an ad click or view during which a sale or inquiry is credited to that ad. Google calls it a conversion window. Its default is 30 days, and it can be set from 1 to 90 days, depending on the source. Anything after the window is not counted.

If people take longer than the window to book, those bookings vanish from the report. Two platforms with different windows will report different results for the same campaign. Example: a cruise line whose guests book weeks after a brochure request needs a window long enough to catch them.