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GA4 Allows Custom Conversion Lookback Windows (August 2026)

GA4 and Tag Manager Product feature Completed Announced Rollout: Not stated by the platform Last verified

Quick answer

GA4 conversions now take a custom lookback window, given as a whole number of days, for both click-through and engaged-view conversions. Engaged-view windows run from 1 to 30 days and click-through windows from 1 to 90 days.

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What changed

  • Engaged-view conversion windows accept any whole number of days from 1 to 30, where the window was previously fixed at 3 days.
  • Click-through conversion windows accept any whole number of days from 1 to 90, where the choice was previously limited to 1, 7, 14, 30, 60 or 90 days.
  • The windows are set under Advertising, then Conversion management, then Settings, and also in the linked Google Ads conversion management interface.

Who is affected

  • Advertisers whose buying cycle does not match the old preset windows, and anyone comparing GA4 conversions with Google Ads.

What to check this week

  • Compare your current lookback window with the typical time between first click and purchase in your own data before changing it.
  • Note the date of any window change, since conversion counts before and after are not directly comparable.

Official sources

Related

If something broke

Glossary

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Page history
  • Updated on 8 October 2026: Published automatically after verification against the official source.