Users can trigger key events days or weeks after interacting with your ad.
The conversion window determines how far back in time a touchpoint is eligible for attribution credit. For example, a 30-day conversion window will result in January 30th conversions being attributed only to touchpoints occurring from January 1-30.
The conversion window applies to all attribution models and all conversion types. Changes to the conversion window apply going forward and will be reflected in all reports within your Analytics property.
For Acquisition conversion events (first_open and first_visit), the default conversion window is 30 days. You can switch to 7 days if you have different attribution needs.
For all other conversion events, the default conversion window is 90 days. You can also choose 30 days or 60 days. This doesn’t apply to engaged-view key events, which have a default setting of 3 days.