Understanding Google’s 30 day lookback window.

What is the 30-day lookback window?
Google Ads attributes conversions to any clicks or impressions that happened within the last 30 days.

Example:
If someone clicks your ad on 1 July but purchases on 10 July, Google records that conversion on 10 July (the day of purchase), not on the click date.

Why it matters when scaling budgets:

Google optimises based on your average ROAS over the last 30 days.

Scaling too fast can disrupt performance if the data hasn’t fully matured.

Wait at least 14 days after major changes to allow accurate results before scaling.

💡 Need help understanding your data or scaling smart? DM me “LOOKBACK” and I’ll review your campaigns.