Google Analytics no longer forces advertisers to pick from a short list of attribution windows. The platform now accepts any integer lookback period for both engaged-view and click-through conversions, a change that reaches into how credit gets assigned to ad campaigns.
Engaged-view conversions previously locked into a fixed three-day window. That window now accepts any integer from one to 30 days. Click-through conversions moved from six fixed preset options, topped by a 90-day maximum, to any integer value between one and 90 days.
The new controls sit inside Google Analytics, reachable through the Advertising section’s conversion settings, and the same options now appear in Google Ads’ linked conversion setup screen as well. Because attribution windows determine which touchpoint gets credited for a sale, widening or narrowing either one can shift reported conversion volume without any change in actual customer behavior.
Any team that changes either window is effectively rewriting its credited conversion history. Comparisons across the change need a note explaining the shift, or a real swing in results will look like nothing more than a measurement change.
Anu Adegbola reported the update for Search Engine Land on August 14, 2026.
