What's Microsoft Advertising's Default Conversion Window in 2026?

Microsoft Advertising (Bing Ads) defaults every UET-based conversion goal to a 30-day conversion window — the time after a click during which a conversion is still credited to that ad interaction. The window can be changed per goal to anything from 1 minute to 90 days.

What the 30-Day Default Actually Covers

A conversion window in Microsoft Advertising is the period after a user completes an ad click that the platform will still count a matching action — a purchase, a form fill, a sign-up — as a conversion from that click. Set a goal without touching this setting, and Microsoft Advertising applies 30 days automatically, tracking the platform's own account-level documentation for UET goal configuration.

Per-Goal Flexibility

Unlike platforms that apply one fixed window account-wide, Microsoft Advertising lets each UET goal carry its own window, set independently anywhere from 1 minute up to 90 days. That range makes it possible to run a short 1-day window on an impulse-purchase goal (say, a same-day food delivery order) alongside a 60- or 90-day window on a goal tracking a longer B2B sales cycle, inside the same account.

Why the Window Length Matters for Reporting

A goal left at the 30-day default will simply miss any conversion that happens on day 31 or later — that sale still happened, and the customer still came from that ad click, but Microsoft Advertising won't connect the two once the window closes. For businesses with sales cycles longer than a month (B2B services, high-consideration purchases, real estate), the practical effect is under-reported conversions and an ROAS or cost-per-conversion number that looks worse than actual performance.

Adjusting It

The conversion window lives in each goal's settings inside Microsoft Advertising, alongside the goal's category, value, and count settings (one conversion per click vs. every conversion). Changing the window going forward doesn't retroactively reprocess older data — it only affects how new conversions are windowed after the change is saved.

How This Compares to Google Ads

Microsoft Advertising's 30-day default matches Google Ads' own default click-through conversion window, which also defaults to 30 days before an advertiser customizes it. That parity is convenient for advertisers running the same UET/gtag-based conversion actions across both platforms, since a goal moved from Google Ads to Microsoft Advertising — or measured side by side for a cross-platform comparison — starts from the same baseline window rather than requiring a recalibration on one side.

Bottom Line

Leave 30 days in place if your typical time-to-purchase is under a month; if it's longer, widen the window on that specific goal rather than accepting under-counted conversions as the cost of doing nothing.

Source: Microsoft Advertising Q&A documentation, learn.microsoft.com, on UET goal conversion window settings.