Can advertisers customize the attribution window for view-through conversions in Bing Ads?

In Bing Ads (now part of Microsoft Advertising), advertisers cannot directly customize the attribution window for view-through conversions as they can with click-through conversions. The view-through conversion window is typically set by Microsoft Advertising and is generally fixed to a 30-day attribution window. This means that any view-through conversion (where a user views an ad but doesn't click it, and then converts later) will be attributed to that ad as long as the conversion happens within 30 days after the ad exposure.

Key Points about the View-Through Conversion Attribution Window:
Fixed Attribution Window:

For view-through conversions, the window is typically 30 days. This means if a user views an ad but does not click it, any conversions they make within 30 days of seeing the ad will be counted as a view-through conversion.

Click-Through Conversion Attribution:

Click-through conversions, on the other hand, can have a customizable attribution window, ranging from 1 day to 90 days. However, this is not applicable to view-through conversions.

No Customization for View-Through:

As of now, Microsoft Advertising does not offer an option for advertisers to customize the attribution window for view-through conversions. The 30-day window is a standardized duration, and there's no official option within the platform to adjust this for different campaigns.

Attribution Model:

While you can't customize the attribution window for view-through conversions, you can select an attribution model (e.g., first-click, last-click, linear, or time decay) for your click-through conversions, which can impact how attribution is assigned when users interact with your ads. This helps with the overall flexibility of conversion attribution but does not extend to view-through conversions.

Adjusting Campaign Settings:

While you can't change the attribution window directly, you can influence when users see your ads by adjusting your campaign settings, including ad scheduling and targeting. This allows you to control the timing of your ads, but it doesn't affect the fundamental 30-day window for view-through attribution.

Conclusion:
Advertisers cannot customize the attribution window for view-through conversions in Bing Ads. The window is fixed at 30 days for any view-through conversion. For more flexibility, advertisers can adjust the window for click-through conversions (1-90 days) but cannot do the same for view-through conversions. If a longer or shorter window for view-through conversions is needed, advertisers would need to account for this limitation and adapt their strategy accordingly.