Google Unifies Conversion Windows for Google Ads and GA4

Google announced it would unite the conversion window settings for Google Ads and Google Analytics 4 (GA4) from March 31. The change is to facilitate consistent reporting between the platforms. After an ad interaction, such as a view or click by the consumer, there is a time gap where the conversion gets recorded, termed the conversion window. Advertisers will no longer have the option to configure conversion windows independently, but there will be reduced discrepancies in performance reporting between the platforms. Google plans to update conversion window settings automatically for conversions imported from GA4 in Google Ads to ensure consistency in reporting. Google is sending emails to advertisers to notify them of this change. Google also gives users a choice to opt out of this update by getting in touch with Google Support.