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Lookback Window

A lookback window determines how far back touchpoints may receive credit for a key event. Its scope depends on the product and event type; 90 days is not a universal GA4 default.

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The report date range differs from the attribution lookback. An enquiry reported this month may receive credit from an interaction that occurred last month.

GA4 acquisition key events first_open and first_visit default to 30 days, with seven days available. Other key events default to 90 days, with 30 or 60 days available. Check engaged-view settings separately.

These are not universal Google Ads data-driven attribution options. Changes apply going forward. Inspect the current product settings; a shorter window is not inherently more accurate.

References

Frequently asked questions

How does lookback differ from the report date range?

The report range selects results by time; lookback defines the earlier touchpoints eligible for credit. Record both settings.