Archie works for a car retailer and is setting up a Display campaign for its most expensive line. He is now ondering whether he needs to alter their view-through conversion window. What factor will he need to consider in determining this?

Google Ads lets advertisers customize the view-through conversion window, which determines how long an ad impression can receive credit for a later conversion. The default view-through conversion window is 1 day unless it is changed. For higher-consideration products, customers often convert well after first seeing a Display ad. If the sales cycle lasts longer than the default window, extending the window helps capture more delayed post-impression conversions and gives a more accurate measurement of Display impact.