The period after someone clicks or views an ad during which a conversion can be credited to that ad. In Google Ads the default click-through conversion window is 30 days.
Example
Meera's Meta ads use a 7-day click window. A customer who clicks her ad on 1 October and buys on 6 October is counted. One who buys on 10 October is not credited to the ad, even if the ad played a part.
How you'll hear it
“Meta and Google use different attribution windows, so their numbers will never match.”
Don't confuse it with
- Attribution model: how credit is split, not how long the platform waits.
Related terms
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Sources
- About conversion windows, Google Ads Help
- About Facebook's attribution system, Meta Business Help Center