What's Taboola's Default Conversion Attribution Window in 2026?

Taboola's default conversion attribution window in 2026 is 30 days for click-through conversions and 24 hours for view-through conversions. A click-through conversion counts when someone clicks a Taboola-served ad and completes a tracked action on the advertiser's site within 30 days; a view-through conversion counts when someone sees the ad, doesn't click, and completes that action within 24 hours.

Both Windows Are Configurable, Not Fixed

Unlike some platforms that lock advertisers into a single default, Taboola lets advertisers adjust both lookback periods inside Pixel Settings under the Conversions tab. The click-through lookback window can be set anywhere from 1 to 30 days, and the view-through window can be set anywhere from 1 to 24 hours — so the 30-day and 24-hour figures are the platform's out-of-the-box defaults, not hard limits. Because both ranges top out exactly at the default, advertisers can only shorten Taboola's windows from where they start, not extend them further.

Why Native Advertising Leans Toward Longer Click Windows

Taboola's ad units run as native content recommendations at the bottom of publisher articles, which puts them in front of people earlier in a research or browsing session rather than at the point of active purchase intent, the way a search ad typically does. That earlier-funnel placement is a big part of why Taboola defaults its click window to the full 30 days: content-driven native traffic tends to convert on a longer delay than a bottom-of-funnel search click would, since the reader is often just starting to research a topic rather than ready to buy.

Comparing Taboola's Defaults to Google, Meta, and Quora

Google Ads defaults its click-through window to 30 days as well, with view-through defaulting to 1 day for standard display and 3 days for engaged-view video — so Taboola's 30-day click default matches Google's exactly. Quora Ads runs a similar 28-day click default with a 1-day view-through window. Taboola's 24-hour view-through default stands out against all three: it's notably more generous than the 1-day (24-hour, functionally the same length) windows those platforms use for view-through, but it applies to a fundamentally different kind of impression — a native content placement rather than a search result or Q&A feed slot.

What Changing the Lookback Window Does to Reported Numbers

Shortening either window in Pixel Settings will reduce the number of conversions Taboola reports for identical ad spend, since fewer delayed conversions fall inside the measurement period — this is a reporting change, not a performance change. Advertisers who inherited a Taboola account from a previous media buyer should check the current Pixel Settings configuration before assuming the account is still running on Taboola's 30-day/24-hour defaults.

Bottom Line

Check Pixel Settings before assuming Taboola's numbers are directly comparable to another platform's — if an advertiser has shortened the click window to match a faster-converting product, that changes the reported conversion count independent of any real change in campaign performance.

Sources: Taboola Advertiser Help Center, "Defining and Creating Conversions"; Taboola Backstage API documentation, "look_back_window."