Google Ads attribution window tightened to 7 days — reduces overlap and boosts ROAS 62%

Context

Google Ads has reduced its attribution window from 30 days to 7 days, resulting in a 62% increase in return on ad spend (ROAS) by minimizing overlapping attribution. This change may impact marketers relying on longer attribution windows to measure campaign effectiveness. Relevant for advertisers using Google Ads to optimize their attribution models.