Conversion Window
- The Conversion Window is the maximum time counted as a conversion, from the moment the step 1 event happens until the last step is completed.
- For example, set to 7 days, only users who clicked the push and completed a purchase within 7 days are counted. A purchase 8 days later is not credited to that campaign.
- The Conversion Window can be set when Measurement is Total Count in a Funnel.
How to set it
Section titled “How to set it”- Slightly longer than the time conversion actually takes is the rule of thumb. Too short and users who did convert are left out; too long and unrelated behavior gets bundled in.
- Flows where people react right away (push clicks, coupon downloads) suit hours. For example, 1–24 hours.
- Flows with a consideration period (purchases, subscription conversion) suit days. For example, 3–14 days.
- If you are not sure which value fits, start with the default of 7 days and check whether the conversion rate rises sharply when you raise it. A sharp rise means users really do convert over a longer stretch.
Examples from practice
Section titled “Examples from practice”| Campaign situation | Recommended | Why |
|---|---|---|
| Flash sale / limited coupon push | 6–24 hours | Purchases after the sale ends are not this push’s result. Leaving it at 7 days pulls in purchases unrelated to the sale and overstates performance. |
| Cart abandonment reminder | 1–3 days | People come straight back after seeing the reminder. A purchase a week later likely has another reason. |
| Welcome / onboarding series | 3–7 days | The flow guides users to a first purchase over several days after sign-up, so one day is too short. |
| Dormant user win-back | 14–30 days | The decision to come back is slow. At 7 days, users who did return are left out of the results. |
| High-consideration products and subscriptions (insurance, appliances, travel) | 14–30 days | People compare and think it over for a long time, so a short window makes the conversion rate look lower than it is. |
Diagnosing by changing the value
Section titled “Diagnosing by changing the value”Raise the same funnel from 7 days to 30 days and watch how the conversion rate changes.
- Barely moves → users either react right away or not at all. Fix the window short and focus on improving the creative for immediate response.
- Rises sharply → users are converting over a longer stretch. For that kind of flow, a reminder series over several days fits better than a single push.