Lookback Windows by Platform: Maximum Upload Deadlines
Reference table of lookback windows (maximum upload deadlines) for offline conversions across Google Ads, Meta, Microsoft Ads, TikTok, and LinkedIn.
Last verified: 2026-11-05
Lookback windows are the maximum time after a click during which you can upload an offline conversion. These are platform-enforced and cannot be extended.
Lookback Window Comparison
| Platform | Click ID | Lookback Window | Enhanced/PII Window |
|---|---|---|---|
| Google Ads | GCLID | 90 days | 63 days (ECL) |
| Google Ads | WBRAID | 90 days | N/A |
| Google Ads | GBRAID | 90 days | N/A |
| Meta | FBCLID/fbc | 7 days | 7 days |
| Microsoft Ads | MSCLKID | 90 days | 90 days |
| TikTok | TTCLID | 28 days | 28 days |
| Email-based | 180 days | 180 days |
Visual Timeline
Day 0 Day 7 Day 28 Day 63 Day 90 Day 180
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Meta ████████| | | | |
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TikTok ██████████████████████████████ | |
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Google ECL ████████████████████████████████████ |
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Google GCLID █████████████████████████████████████████████ |
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Microsoft ████████████████████████████████████████████████ |
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LinkedIn ██████████████████████████████████████████████████████████████████Service Business Sales Cycle Fit
| Business Type | Avg. Sales Cycle | Meta | Microsoft | TikTok | |
|---|---|---|---|---|---|
| Emergency services | 0-1 day | ✅ | ✅ | ✅ | ✅ |
| HVAC repair | 1-7 days | ✅ | ✅ | ✅ | ✅ |
| HVAC installation | 7-30 days | ✅ | ❌ | ✅ | ✅ |
| Roofing | 14-60 days | ✅ | ❌ | ✅ | ⚠️ |
| Legal (PI) | 30-180 days | ⚠️ | ❌ | ⚠️ | ❌ |
TUOCA Platform Priority
Due to Meta’s 7-day limit, TUOCA processes Meta uploads first in every relay batch.