Can I set a 90-day or custom conversion window in GA4 for a long B2B sales cycle?

TofuAnswer by the Tofu team · checked

Yes, up to 90 days, but no longer. Since August 11, 2026, GA4 conversions take any whole number of days from 1 to 90 for the click-through window (before, you picked 1, 7, 14, 30, 60 or 90). The engaged-view window now runs 1 to 30 days instead of a fixed 3. Change it in Advertising > Conversion management, or in the linked Google Ads account. GA4's separate key event lookback window still offers only 30, 60 or 90 days. If your deals close after 90 days, bid on an earlier CRM stage.

Ask Tofu next

Pick a question and Tofu Ads Agent answers it in chat.

As of November 2026.

What exactly changed on August 11, 2026?

GA4's release notes say its conversions "now support custom integer lookback windows" for click-through and engaged-view conversions. Google says the point is to match the window "more closely to your unique business cycles."

WindowBefore August 11, 2026Since then
Click-through conversion (CTC)1, 7, 14, 30, 60 or 90 daysAny whole number from 1 to 90 days
Engaged-view conversion (EVC)Fixed at 3 daysAny whole number from 1 to 30 days

So a team whose demo requests mostly arrive within six weeks of the first click can now set 45 days. Before, it had to round up to 60 or down to 30.

Is this the same as the key event lookback window?

No. GA4 has two separate settings, and the August change is only about the first:

  • Conversion windows belong to conversions, which you create from key events and share with Google Ads.
  • The key event lookback window sits in Admin, under Data display, then Events, then Attribution settings. It still offers 30, 60 or 90 days (90 is the default). For first_open and first_visit it's 30 days, or 7.

Google says key event settings are "independent of conversion settings, except for default value setting." So a 45-day conversion window doesn't change your key event reports.

Where do I change the conversion window?

In GA4, go to Advertising, then Conversion management (under Tools). Pick the Google Ads account in Showing conversions for, click the three-dot icon beside the conversion and select Settings. In Google Ads, go to Goals, then Conversions, then Summary, select the conversion and click Edit settings.

Google's help sets these rules on where you can edit:

  • If a conversion is Primary in Google Ads, its settings are read-only in GA4. Edit it in Google Ads.
  • If your attribution setting is Paid and organic channels, the conversion window "must be managed" in GA4.
  • Conversions you create in GA4 start as Secondary in Google Ads. They don't drive bidding until you change that in Google Ads.

Google's articles don't say what happens when the first two rules meet (a Primary conversion with Paid and organic channels). If one screen won't let you edit, try the other.

Can I go past 90 days for a long B2B sales cycle?

No. 90 days is the ceiling in GA4 and in Google Ads, and Google Ads' help notes its cookies "expire 90 days after a customer's click." A deal that closes 120 days after the click won't count in Google Ads. GA4 can still record it, because its cookie lasts up to 2 years.

For long cycles:

What window should a B2B advertiser choose?

Pick the shortest window that still catches nearly all the conversions you bid on. Google suggests checking the time lag report in Google Ads' attribution reports, which shows how long people take to convert after an ad interaction. It recommends click-through windows of at least 7 days. Smart Bidding, such as Target CPA, optimizes for whatever window you choose.

A long window has a cost in reporting. Google Ads dates a conversion to the day of the click, so recent days keep filling in as late conversions arrive. Expect the last few weeks to look weaker than they are, and don't cut bids on that alone.

Does a shorter window make data-driven attribution credit recent clicks more?

Only because older clicks drop out. GA4's help says its key event lookback window decides how far back a touchpoint is "eligible for attribution credit." With 30 days, a conversion on January 30 can only credit touchpoints from January 1 to 30. In Google Ads, a conversion that comes after the window closes isn't recorded at all. Google doesn't say a shorter window changes how the model weighs the touchpoints that remain.

Will changing the window rewrite my past data?

Not in Google Ads. Its help says window changes apply only to conversions "going forward," and a conversion an old window missed isn't counted later. GA4's August note doesn't say how GA4's own conversion reports handle a change, though GA4's help says key event lookback changes also apply going forward. Change the window at the start of a month or quarter, and note the date so you don't compare results across it.

What is the engaged-view window, and do I need it?

It sets how long GA4 and Google Ads keep counting conversions after someone engages with your video ad. Google Ads' default is 3 days; GA4 conversions can now use 1 to 30. If you don't run video ads, ignore it. If you do, a longer window gives video credit for more conversions. Lengthen it only if you can check that those conversions turn into pipeline.

Why can't I see these settings in my GA4 property?

Google's help gives a few reasons:

  • GA4's cross-channel conversion features "may not be available" to every property yet.
  • They aren't available for subproperties or roll-up properties.
  • Creating a conversion from a key event needs a linked Google Ads account, and at least the Marketer role in GA4.

Until then, use the conversion window in Google Ads' own conversion settings, which runs from 1 to 90 days depending on the conversion source.

Sources (6)

Related answers

More on