What is a lookback window?
A lookback window is how far back in time an ad click or visit can still get credit for a later key event or conversion.
If someone clicks your ad and buys three weeks later, does the ad get credit? The lookback window, sometimes called the conversion window, decides. Earlier visits only count if they happened within the window before the key event. In GA4, you choose the window in the property's attribution settings, and Google Ads sets a window for each conversion action. Longer windows suit products people take time to decide on.
Why it matters for your business: Matching the window to how long your customers take to decide gives your marketing fair credit, especially for bigger purchases.
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