Google Analytics 4 changed its conversion window (lookback window) settings on August 11, 2026. According to Google’s official announcement, click-through conversions (CTC) and engaged-view conversions (EVC) can now be defined with a custom number of days instead of choosing from preset fixed options.
What Changed
The change affects the two conversion types differently:
| Conversion type | Previous state | New state |
|---|---|---|
| Engaged-view conversion (EVC) | Fixed at 3 days | Any integer from 1 to 30 days |
| Click-through conversion (CTC) | Preset values only: 1, 7, 14, 30, 60, or 90 days | Any integer from 1 to 90 days |
The shift on the EVC side is the more significant one: the window used to be locked at a fixed 3 days, and now it can be set freely anywhere between 1 and 30 days. The CTC side already had a range, but only through six fixed values (1, 7, 14, 30, 60, 90); now any integer within that range can be used.
Where the Setting Lives
The new setting is found in the GA4 interface under Advertising > Conversion management > (more options icon) > Settings, and is also accessible from the linked Google Ads conversion management interface.
Why This Matters
Fixed preset windows never quite fit a business whose sales cycle runs longer than six days but shorter than fourteen — the window either cut off too early or ran unnecessarily long. Custom integer support makes it possible to match the window exactly to a business’s real decision timeline (e.g., 9 days, 21 days).
This setting connects directly to conversion tracking and attribution window concepts: the shorter the window, the more late-but-real conversions get missed; the longer it runs, the more weakly-related conversions get counted in.
Quick Checklist for Account Owners
| # | Check step | Status |
|---|---|---|
| 1 | Check whether the current EVC window is still at the default 3 days | ☐ |
| 2 | Determine the actual sales/decision cycle length (average days) | ☐ |
| 3 | Re-evaluate the CTC window against that cycle | ☐ |
| 4 | Track the shift in conversion volume over a few weeks after changing the window | ☐ |
Quick Take
This isn’t a cosmetic interface change — it’s a setting that can move the reported conversion numbers themselves. Setting the window to match a business’s actual decision timeline directly affects reported conversion volume and, by extension, campaign optimization decisions. Rather than leaving the defaults in place, it’s worth comparing them against the real sales cycle at least once.