About conversion windows for App campaigns

For App campaigns, there are two types of conversions that may line up to your business goals: in-app actions, such as purchases or friend invitations, and app installs. These two conversion types have windows of time over which conversions count after first click or view. You can set the number of days for these windows based on your campaign and business needs.

More about App campaign conversion windows

Install campaign conversion window

	Click-through conversion window A click-through conversion is counted when someone clicks on your ad and installs your app within the length of time you select. If you have a 30-day click-through conversion window, conversions that happen within 30 days after someone clicks on your ad will be recorded as a click-through conversion.
	Engaged-view conversion window An engaged-view conversion is counted when someone does not click on your video ad but watches at least 10 seconds of the skippable (after 5 seconds) ad—or the full length, if it is shorter than ten seconds—and then installs the app within the conversion window. If you have a 2-day engaged-view conversion window, conversions that happen within 2 days after someone watches your video ad for 10 seconds or longer will be recorded as an engaged-view conversion. Learn more about Engaged-view conversions.
	View-through conversion window This is the length of time after someone views your ad to count the app install as a conversion. The view-through conversion window is set at 1 day. A video ad is counted as viewable when at least 50% of its area is visible on the screen while the video is playing for at least 2 seconds. Learn more about viewability.
	Post-install conversion window This window is used for app install campaigns only. A post-install conversion is counted when someone clicks on an ad or views a video ad for 10 seconds or more, installs your app, and then completes an in-app action within the length of time you select. For example, if you have a 90-day post-install conversion window, conversions  (the in-app actions taken after the ad is clicked and the app is installed) that happen within 90 days  will be recorded as a post-install conversion.

Engagement campaign in-app conversion windows

	Click-through conversion window A click-through conversion is counted when someone clicks on your ad and installs your app within the length of time you select. If you have a 30-day click-through conversion window, conversions that happen within 30 days after someone clicks on your ad will be recorded as a click-through conversion.
	Engaged-view conversion window An engaged-view conversion is counted when someone does not click on your video ad but watches at least 10 seconds of the skippable (after 5 seconds) ad—or the full length, if it is shorter than ten seconds—and then completes an in-app action within the conversion window. If you have a 2-day engaged-view conversion window, conversions that happen within 2 days after someone watches your video ad for 10 seconds or longer will be recorded as an engaged-view conversion. Learn more about Engaged-view conversions.
	View-through conversion window This is the length of time after someone views your ad to count the app install as a conversion. The view-through conversion window is set at 1 day. A video ad is counted as viewable when at least 50% of its area is visible on the screen while the video is playing for at least 2 seconds. Learn more about viewability.

Related links

• Optimizing conversion windows for App campaigns
• About conversion windows