Conversion Window

A conversion window is the allowed span of time a user has, from entering the funnel, to complete the later steps; any completion after the window closes does not count as a conversion.

The conversion window is one of the four foundational settings of any funnel, and changing it moves the numbers without anything changing in the product; a longer window always yields a higher rate because it gives hesitant users more time. That dependence is exactly why two funnels with different windows are not comparable. The window's most common and misleading effect is the “end-of-range dip”: users who entered on the last days have not had the full window, so the final days always show lower conversion and rise later once their window completes. For a fair comparison you must end the range at least one conversion window before today. The right window length comes from the product's buying behavior, not a default: an impulse purchase wants a short window and an expensive decision a multi-day one.