What Is LinkedIn Ads' Default Attribution Window in 2026?

LinkedIn Ads' default attribution window in 2026 is 30 days for post-click conversions and 7 days for view-through conversions. If a conversion action hasn't been manually configured with a different setting, LinkedIn Campaign Manager credits a conversion to an ad when it happens within 30 days of a click, or within 7 days of an impression the person didn't click on.

What each window actually measures

A post-click conversion is exactly what it sounds like — someone clicked a LinkedIn ad and completed the tracked action, such as a form fill, demo request, or purchase, within the window that follows. A view-through conversion counts the same action when someone was served the ad, didn't click, and completed the action anyway inside the shorter 7-day window. LinkedIn's view-through window exists to capture the real but harder-to-prove influence of an ad someone scrolled past without engaging, without stretching that credit out so far it becomes unreliable.

The full range of options

LinkedIn lets advertisers set the conversion window to 1, 7, 30, or 90 days, configured per conversion action rather than account-wide, inside Campaign Manager under conversion tracking settings. That per-action flexibility matters because a single LinkedIn account often tracks very different actions with very different natural timelines — a newsletter sign-up converts fast, while a demo request tied to an enterprise software purchase can take months to close.

Why B2B sales cycles strain even the longest option

LinkedIn's own research on B2B buying behavior has found the typical B2B buyer journey now runs several months from first touch to closed deal — longer than even LinkedIn's maximum 90-day attribution window covers. That mismatch means standard attribution on LinkedIn, capped at 90 days, will systematically undercount the platform's actual influence on enterprise deals with quarter-plus sales cycles, since a prospect who saw a LinkedIn ad in month one and signed a contract in month five gets zero platform-level credit under any available window setting.

What that means in practice for B2B advertisers

Because of that mismatch, teams selling into longer sales cycles generally need to treat LinkedIn's built-in attribution windows as a floor, not a complete picture — pairing platform-reported conversions with CRM-level source tracking or a multi-touch attribution model that can credit a LinkedIn touch that happened well outside the 90-day window but still influenced the eventual deal.

Setting it per conversion action

Inside Campaign Manager, each conversion action has its own attribution model and window setting, found under Account Assets, then Conversion Tracking. Changing the window applies going forward only — it does not recalculate conversions already reported under the previous setting, so a mid-campaign change will create a visible discontinuity in reported conversion volume that isn't a real performance change.

Bottom Line

Use the 30-day post-click default for LinkedIn campaigns with a fast, direct-response goal, but for enterprise or long-cycle B2B offers, extend to the 90-day maximum and still expect to track deals in a CRM alongside it — LinkedIn's own attribution window can't fully capture a buying process that regularly runs longer than 90 days.