Which conversion window is better to choose 30 days or 90 days? My goal is not sales but leads.
In general how do we have to opt for the correct conversion window?
Re: Conversion Window
If you think your customers might take longer to "convert" then you can opt for a longer conversion window. 30 days is simply the default.
You set the conversion window when you set up the conversion. Log into your AdWords account and navigate to Tools -> Conversions -> +Conversion. At the second step, you'll have an option to set the time.
I hope this helps,
The correct conversion window is entirely dependant on your product. Does it have a long sales funnel? Is it something that you want to track long term.
In essence the longer conversion window you have the further back that conversion will be recorded. So if you have a long sales funnel and want to know the long term extent of your campaigns then a larger window is needed. It all depends on your particular account.
If you do not see someone clicking your ad and then converting 90 days later this is not something worth setting.
In general most of my conversion funnels are set at 30 days, with some of my B2B's set at a larger window.
Hope this helps
Checking the search funnels time lag report (you’ll see the average and a distribution of the length of time it takes your customers to complete a conversion after clicking on keywords in your account) will also help you to decide how long of a window to set.
My 2 Cents