Don't follow Google's recommendation for using 30 days conversion window for 'Acquisition Key events' and 90 days conversion window for all other key events in #GA4. Instead, set your conversion window to 7 days for Acquisition key events and 30 days for all other key events to get the most accurate reporting possible in GA4. . . In the context of GA4, the 'conversion window' is the time period (measured in days) that determines how far back in time a touchpoint (e.g., exposure to a marketing channel) is eligible for conversion credit. For example, a 30 days conversion window means a touchpoint is eligible for conversion credit for up to 30 days from the day it first occurred. . . Using a longer conversion window because of longer sales cycles may produce optimum results in the world with no user consent, ad blockers, or privacy extensions. But we don't live in the year 2010 any more. Using the narrowest possible attribution window is no longer optional but a mandatory requirement to get optimum results from conversion attribution in 2024 and beyond. Otherwise, you will continue to get muddy analytical insight. . . In the world of multi-channel marketing, a customer is exposed to multiple touchpoints over a long period of time. Not all touchpoints are equally valuable. For example, let's say a user clicks on your LinkedIn post before purchasing on your website. This act of reading and clicking on your LinkedIn post is far more valuable in influencing conversion than any ad click that occurred months ago because of the time decay factor and exposure to multiple touchpoints. Now, GA4 can still give conversion credit to that Google ad your customer clicked on 80 days ago because of the default 90 days conversion window set for click-through conversions. And if you are heavily involved in multi-channel marketing, using long conversion windows means many channels can take credit for the same conversion, which could result in overstated revenue. That's why it is important to use the narrowest possible conversion windows for all your analytics and advertising platforms, regardless of the length of your sales cycle. The use of a longer attribution window increases the likelihood of external factors influencing the conversion. For example, if the conversion window is too wide, other marketing activities, customer touchpoints, or changes in market conditions may occur, making it difficult to attribute the conversion accurately. By narrowing the conversion window, you can minimize the impact of such external factors and focus on the immediate impact of the tracked activity. It does not matter which touchpoint or channel truly introduced your brand. What matters is the touchpoint/channel that most influenced conversions. And time plays a great role in determining that influence.