Adjusting AdWords conversion window

Adjusting AdWords conversion window

A few days ago, the feature allowing to modify the time window for conversion tracking in AdWords (normally 30 days) has been eventually enabled for all accounts. Now you can modify the period of time for which the system will assign conversions to a visit originating from your ads, setting it from 7 days to maximum 90.
This is a very important innovation, since many studies demonstrate that online conversion times often exceed one month. Hence, our suggestion is to extend this time span up to the maximum allowed, unless there is any other specific counter-indication, that at the moment I am hardly able to figure out.
conversioni-adwords
The picture is taken from ADWEXP13 Case History “Latent Conversions” by Stefania Pedrazzoli e Alessandra Mauriello
The same announcement has actually been released a few months ago, and I had taken for granted that all conversion times had already been automatically extended to 90 days, but I have come to realise how I was actually wrong. To enable this feature, you need to manually change each conversion action extending its tracking duration in the “Tools and Analysis” sheet > “Conversions” (by clicking the checkbox indicating the days in the tracking windows, if enabled).
finestra-conversioni
The possibility of extending the window is restricted to the tracking performed through AdWords proprietary code (it would be meaningless to do the same for conversions imported from Analytics, since these already have a default time span of 6 months).
What about you: did you change your conversion settings yet?

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Gianpaolo Lorusso
info@gplorusso.it
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