Google Analytics lets advertisers customize conversion attribution windows

Google Analytics has expanded advertisers' control over how conversions get credited to ads — they can now customize the attribution window, the time span used to attribute a conversion to an ad. This marks a shift away from fixed, preset windows toward a flexible system, and it applies to both click-through and view-through conversions.

The key changes: Engaged-View Conversions (EVC) previously had a fixed three-day window; advertisers can now choose any value from one to thirty days. Click-Through Conversions (CTC) previously offered only preset options — one, seven, fourteen, thirty, sixty, or ninety days; that metric can now also be set to any value from one to ninety days.

The new settings are available in Google Analytics under Advertising via Conversion management > Settings, as well as through the linked conversion-management interface in Google Ads.

Why does this matter? The attribution window determines exactly which ad campaign gets credit for a conversion. Moving from fixed standard windows to flexible values lets advertisers tailor that period to their own sales cycle, which can lead to more accurate measurement and better campaign evaluation.

In short, this update gives advertisers on Google Analytics and Google Ads far more granular control over conversion-attribution methodology than before.