Google Analytics adds custom conversion attribution windows

Google Analytics now gives advertisers more flexibility over how conversions are attributed, allowing them to set custom lookback windows that better reflect their sales cycles.

The update removes several preset limitations for both click-through and engaged-view conversions.

What’s happening. Advertisers can now configure custom integer lookback windows for two key conversion types:

• Engaged-view conversions (EVC): Any value from 1 to 30 days, replacing the previous fixed 3-day window.
• Click-through conversions (CTC): Any value from 1 to 90 days, replacing the previous preset options of 1, 7, 14, 30, 60 or 90 days.

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

Why we care. Attribution windows play a key role in how conversions are credited to advertising campaigns. By allowing advertisers to choose any integer value instead of a handful of preset options, Google is making it easier to align attribution with longer or shorter buying cycles, potentially leading to more accurate performance measurement.

Bottom line. Google’s latest update gives advertisers finer control over conversion attribution by allowing custom click-through and engaged-view lookback windows in both Google Analytics and Google Ads.