Google Analytics lets you set conversion attribution windows day by day
Google Analytics moved conversion attribution windows off a list of presets and onto any number of days. You can now enter whatever your sales cycle actually is. The ceiling is 90 days for click through conversions and 30 days for engaged view conversions.
Any number of days instead of presets
Per a Search Engine Land report dated August 14, 2026, Google Analytics now lets advertisers customize the lookback window for conversion attribution. The aim is aligning the window more flexibly with the sales cycle.
For engaged view conversions, or EVC, the window was previously fixed at 3 days. Any value from 1 to 30 days can now be chosen.
For click through conversions, or CTC, the window was limited to presets of 1, 7, 14, 30, 60 and 90 days. Any integer from 1 to 90 days can now be entered.
Where the setting lives and why it matters
The settings are reached inside Google Analytics under Advertising, then Conversion management and Settings. They also appear in the linked Google Ads conversion management interface.
The report frames the reasoning this way: attribution windows play a key role in how conversions are credited to advertising campaigns.
Per the publication, the update enables more precise performance measurement by letting advertisers select any integer value reflecting their specific buying cycles rather than choosing from limited presets.
Choosing a window is not an innocent setting
The attribution window is a setting most accounts never open, yet it directly determines the relative value of campaigns. Widening the window makes upper funnel campaigns that contribute from a distance look more valuable, while narrowing it favors campaigns close to the last click. That assessment is ours.
Second, the responsibility that comes with flexibility. Presets offered a kind of protection: because everyone chose from the same few values, comparison was possible. Any number of days makes comparing two accounts harder. If different windows are used across clients at the same agency, internal benchmarking breaks too.
Third, changing the window also changes the past. When you change an attribution window, the meaning of historical numbers in your reports changes with it. That is the classic route to confusing a measurement change with a performance change, and a similar definition change happened on the Merchant Center side the same week. That connection is our note.
Fourth, how to find the right window. The right number is a measurement result rather than a preference: the real time your customer takes between first contact and purchase. In an account without that data, a free form window becomes an arbitrary number.
What it means for businesses in Türkiye
The assessment below is not in the sources, it is our reading. The report contains no Türkiye specific information.
In ecommerce categories here with short sales cycles, such as food, cosmetics and fast moving goods, a 90 day window does not reflect reality, since most conversions happen in the first days. For furniture, appliances, education, healthcare services and B2B, decision time is measured in weeks.
The most common mistake is never examining the window at all. Leaving the default means the account measures the Google default rather than your sales cycle. Working with the same default across two different sectors means measuring two different realities with the same ruler.
Three practical steps. First, pull the real median time between first contact and purchase from your CRM or order data. Second, move the window toward that number and note the change date. Third, in the first month after the change, expect the campaign ranking to shift. That is normal, because the ruler changed rather than the campaigns.
The UNALSOFT take
On the advertising management side we treat the attribution window as a statement about the business model rather than a technical setting. That number is really your answer to one question: how many days after seeing me does my customer buy? In an account that does not derive that answer from data, whichever window gets chosen turns the report into fiction. That is why we always work in the same order with clients: measure the real purchase interval first, set the window to it second, re-rank the campaigns last. Free form days make that job easier without doing it for you.
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