A lookback window decides how long after a click or engaged view a conversion can receive credit. A short window misses slower decisions; a long one includes older interactions.
Extend the demo window from 7 to 30 days and a purchase on day 18 becomes eligible. In 2026, GA4 announced integer-day settings of 1–90 for click-through and 1–30 for engaged-view conversions.
Choose a window that fits the buying cycle, and avoid direct comparisons between reports with different settings.
When to use
Use it when interpreting campaign results for products with longer decision cycles.