Conversion window

A conversion window is the time you allow between a starting action and the goal action before you stop counting it as a conversion. In a funnel that might be: how long after sign-up does someone have to upgrade for it to count as a sign-up-to-paid conversion. Set it to 30 days and a user who pays on day 45 won't register against that cohort.

For a founder, the window has to match your real buying rhythm. Pick one too short and you'll understate conversion and panic; too long and you'll wait forever for clean numbers and credit conversions that had nothing to do with the original action. Look at your actual time-to-convert distribution, set the window where most genuine conversions land, and hold it constant across reports. It's closely related to the attribution window but framed around your own product funnel rather than an ad platform.