What's the Default Attribution Window for Microsoft (Bing) Ads?

Microsoft Advertising's default attribution window is 30 days after a click — technically configured as 43,200 minutes in the platform's conversion goal settings — and it can be extended up to a maximum of 90 days, or 129,600 minutes, per individual conversion goal.

Microsoft Ads Measures Its Window in Minutes, Not Days

• Default conversion window: 30 days (43,200 minutes)
• Maximum configurable window: 90 days (129,600 minutes)
• Where it's set: per individual conversion goal, in the Microsoft Advertising conversion goal settings

Microsoft Advertising's own documentation defines this setting in minutes rather than days, which is a detail worth knowing when configuring a goal directly rather than through a preset — entering "30" into a field expecting minutes instead of days would create a conversion window of half an hour rather than a month, a configuration mistake that would silently undercount nearly every real conversion.

How This Compares to Google Ads

Microsoft Advertising's 30-day default click-through window matches Google Ads' own 30-day default exactly, which makes cross-platform reporting more directly comparable for advertisers running both search engines side by side than it would be if the two platforms used different baseline windows. Where the platforms diverge is on the maximum: Microsoft allows extending a conversion goal's window up to 90 days, the same top-end preset Google Ads offers, but Microsoft applies that maximum uniformly per goal rather than offering the same five-tier preset structure (1, 3, 7, 30, 90 days) Google exposes in its interface.

Why Advertisers Running Both Platforms Should Check Both Windows

A business measuring cost per acquisition across Google and Microsoft Ads with mismatched attribution windows — say, Google set to 30 days and Microsoft left on a shorter custom setting from a previous campaign — will see distorted comparisons between the two platforms that have nothing to do with actual performance differences. Since both platforms default to 30 days, the safest practice for like-for-like comparison is leaving both on their shared default unless a specific, documented business reason calls for extending one.

When to Extend Past the 30-Day Default

Checking Your Current Setting

Advertisers who inherited an account rather than building conversion goals from scratch should confirm the window value directly in each goal's settings rather than assuming it's still on the 30-day default — a previous manager may have shortened it for a specific campaign and never reset it, which would silently be undercounting conversions on every goal using that setting today.

Bottom Line

Microsoft Advertising defaults to the same 30-day click-through window as Google Ads, configured internally in minutes rather than days, and extendable to a 90-day maximum per goal — check that setting explicitly for any conversion goal tied to a longer sales cycle rather than assuming the default captures every real conversion.

Source: Microsoft Advertising Campaign Management documentation, "ConversionGoal" (learn.microsoft.com).