Now that we've defined what conversions we want to track, let's talk about two key settings that make or break your measurement.
The conversion window and the attribution model.
The conversion window is your fishing net.
Too small, and you might not catch enough data to track conversions later.
It could also be the reason for low or no conversions.
Cast a wider net for a better chance of capturing the full picture.
For starters, we recommend that for website conversion, you set your clicks to 30 days and views to 7 days.
For lead generation and low-funnel conversions, you set your clicks and views to 90 days, and for infrequent conversions or the long sale cycles, you set your window to 365 days, both clicks and views.
Then we go on to set your attribution model.
This determines how credit is assigned across campaigns when a conversion happens.
We normally recommend Last Touch - Each campaign.
This model credits all campaigns that had ad interactions with the user, not just the most recent one.
Now why does this matter?
In B2B, multiple campaigns often contribute to a single conversion.
This model helps you see the full journey and optimize accordingly.
But if you prefer a single winner, you can choose Last Touch - Last campaign, which credits only the most recent.