A conversion window, also known as a lookback window, is the timeframe for when conversions are attributed to a LinkedIn ad. Advertisers can customize their conversion windows based on their reporting preferences.
LinkedIn conversion window
Last updated: 2 months agoLinkedIn records conversions within the selected conversion window in two ways:
- Views - Also known as a view-through conversion, this records when a member sees a LinkedIn Ad.
- Clicks - Also known as a post-click conversion, this records when a member clicks on a LinkedIn Ad.
Conversion window timeframes
When setting up your conversion, you need to select the timeframe for when the conversion can be counted. You typically will want to use a longer conversion window to increase your chances of attributing a tracked conversion.
For most conversions, we recommend a 90-day click, 90-day view window, which is the default in Campaign Manager.
- For all conversions - You can manually set your conversion window timeframe to 1, 7, 30, or 90 days.
- For Conversions API (CAPI) or CSV conversions - If you have a long sales cycle or infrequent conversions and you use CAPI or a CSV file upload, you can also choose either the 180- or 365-day lookback window for some conversion categories: Submit Application, Purchase, Add to Cart, Qualified Lead, Marketing Qualified Lead, Sales Qualified Lead, and Lead.
Important to know
As of April 2025, the click attribution window for event registration conversions increased from 7 to 30 days, and the view attribution window increased from 1 to 30 days. As a result, you may see an increase in event registrations and return on investment (ROI).
Example: How conversions are tracked based on different conversion windows
Using the following timeline of conversion events as an example, you can see how conversions would be tracked based on different conversion window values in the table below.
| View-through window (in days) | Post-click window (in days) | Number of post-view conversions | Number of post-click conversions | Total number of conversions |
|---|---|---|---|---|
| 1 | 1 | 0 | 0 | 0 |
| 1 | 7 | 0 | 1 | 1 |
| 7 | 30 | 0 | 1 | 1 |
| 7 | 28 | 0 | 1 | 1 |
| 28 | 1 | 1 | 0 | 1 |
| 28 | 7 | 0 | 1 | 1 |
| 30 | 30 | 0 | 1 | 1 |
How conversions are counted within the conversion window
For most conversion types, we use the last-touch attribution model. If a member converts multiple times within the conversion window, we'll count it as a single conversion. The conversion will then be attributed to the most recent ad click or view from that member.
However, when you select Purchase or Add to Cart as the conversion type, multiple conversion events may be reported by one member. If one member converts multiple times within the conversion window, we’ll count each of the conversion events. Learn more about our conversion attribution model.
Important to know
Conversion windows will only affect how conversions are counted after the change is made and won't affect the number of historic conversions.
Related tasks
People also viewed
-
When setting up your conversions, you can select how each ad interaction is credited for a conversion across multiple ad sets. For most conversion types, we use the last-touch attribution model. This means, if a member converts multiple times within the conversion window, we'll count it as a single conversion. The conversion will be attributed to the most recent ad click or view from that member.
The attribution model can be set to each ad set or a single ad set.
-
LinkedIn Conversion Tracking gathers insights into conversions of your LinkedIn Ads campaigns, which allows you to measure the impact of your ads.
Use the following pages in Campaign Manager to get an overall view and understanding of your conversions.
Learn more
- Get started with LinkedIn Conversion Tracking
- LinkedIn conversion values
- LinkedIn conversion window
- LinkedIn conversion attribution model
- LinkedIn Conversion Tracking reporting and metrics
- Compare Campaign Manager conversions with third-party reporting
- Using modeled conversions to measure conversions for LinkedIn Ads
- On-device conversion tracking for LinkedIn Ads
-
You can use Insight Tag conversions, also known as online conversions, to track conversions that happen on your website. For example, a member account clicks on an ad that leads to your website and then fills out a form for a demo request. Insight Tag conversions in Campaign Manager include conversions based on the Insight Tag and conversions based on an image pixel.
Prerequisites
Before you set up Insight Tag conversions, decide the conversion tracking method you’d like to use:
-
You can view and edit your ad account’s conversions from your Conversion Tracking page in Campaign Manager.
To edit your conversions in Campaign Manager:
-
Go to your ad account in Campaign Manager.
-
Click Measure on the left menu, then click Conversion tracking.
-
Sort your conversions by clicking the arrow icons to the right of the column headings, or filter conversions using name, status, data source, or category.
-
-
In Campaign Manager, you can see the following metrics in the Conversion & Leads view at the campaigns level, ad set level, and ads level to help you understand your conversion performance.
To find your Conversions & Leads view, go to the Campaigns, Ad sets, or Ads tab for your account, click the Columns dropdown menu and select Conversions & Leads.
Conversion Tracking metrics include:
