A window covering lifting control apparatus includes a holding unit, a locating set and a pushbutton. The holding unit has a first spacer and a second spacer formed thereon that are spaced from each other. The spacers have two slots inclining downwards. The first spacer has a strut on one side to be coupled with a spring on an outer side. The locating set includes two gears, two locating rods, two locating heads and a spring assembly to hold the two gears between the spacers. The pushbutton is movably coupled on the strut of the holding unit to control movement of the two gears in the slots. The window lifting control apparatus can be installed in a lower elongated member to control retraction upward or extension downward of the window covering. The two gears of the locating set can engage with and latch a lift cord assembly to provide improved locating effect.