What's the Default Attribution Window in Google Display & Video 360?

Display & Video 360's Floodlight conversion tracking defaults to a 30-day post-click window and a 1-day post-view window in 2026. A conversion counts toward a Floodlight activity if it happens within 30 days of someone clicking a DV360-served ad, or within 1 day of someone simply seeing an impression without clicking.

The Window Is Set Per Floodlight Activity, Not Account-Wide

Unlike a single account-level setting, DV360's post-click and post-view windows are configured individually for each Floodlight activity, meaning a single advertiser can run different attribution windows for different conversion events in the same account — a shorter window for a low-consideration action like a newsletter signup, and a longer one for a high-consideration action like a completed purchase. The 30-day/1-day figures are simply what a new Floodlight activity defaults to before anyone adjusts it, and because the setting lives at the activity level, two conversion actions in the same account can legitimately be running on two different windows at once.

Same Defaults as Google Ads' Own Attribution System

DV360's 30-day click / 1-day view default mirrors the same defaults Google Ads uses for its own conversion tracking (30-day click-through, 1-day view-through for standard display, 3-day for engaged-view video), which isn't a coincidence — both products sit inside Google's broader ads infrastructure and share the same underlying Floodlight-style conversion counting logic. Advertisers who run linked Google Ads and DV360 accounts under Google's consistent default windows get more directly comparable reporting than they would pairing DV360 against a third-party platform running different defaults, such as Taboola's 24-hour view-through default or Roku's 14-day view-through window for connected TV.

How Adjusting the Window Changes Reported Performance

Widening a Floodlight activity's post-click window from 30 days to something longer will typically increase the number of conversions counted for identical campaign spend, since more of the natural purchase delay falls inside the measurement period. That's a reporting effect, not a performance change — which is why DV360 lets advertisers configure the window per activity rather than forcing every conversion type onto the same clock.

Where Advertisers Most Often Get This Wrong

The most common reporting mistake in DV360 accounts isn't a wrong default — it's comparing two Floodlight activities with different windows as if they were on equal footing, or comparing a DV360 campaign's Floodlight numbers against a linked Google Ads account without confirming both are still running the shared 30-day/1-day default rather than a customized setting from an earlier campaign.

Bottom Line

Check the specific Floodlight activity's configured window, not just the account default, before comparing conversion counts across two DV360 campaigns or against a linked Google Ads account — a mismatched window between activities is one of the more common causes of numbers that look inconsistent for no obvious reason. A quick audit of every active Floodlight activity's window settings, done once per quarter, catches this before it distorts a budget decision.

Sources: Google Campaign Manager 360 / Display & Video 360 Help, "Floodlight conversion windows" and "About Floodlight and Floodlight conversions."