In Google Ads, conversion delay occurs when a user clicks on an ad and then takes some time to complete a conversion action, such as making a purchase or signing up for a newsletter. This can happen because conversions are reported by impression date, and you may not always get the most updated conversion numbers. Sometimes, conversion lag makes your cost per action (CPA) seem higher and your return on ad spend (ROAS) seem lower than they actually are.
Conversion delay estimates
Conversion delay estimates can be used to generate more accurate traffic and conversion estimates for impact estimates. This can help you to make informed decisions about your bidding strategies and budgets.
Benefits of conversion delay estimates
Here are some of the benefits of using conversion delay estimates in impact estimates:
- More accurate traffic and conversion estimates: Impact estimates will help you with insights on exactly how much traffic and conversions you can expect for different targets and budgets. This way, you can adjust your bidding strategies and budgets.
- Improved insights for return on ad spend: Conversion delay estimates will help you get a clearer picture of your ROAS, as they take into account conversions that occur after users click on your ads.
- More informed budget decisions: The estimates will help you to make informed decisions about your budget by showing you how much traffic and conversions you can expect to achieve with different budget levels.
If you’re using impact estimates to plan your campaigns, we also recommend you use conversion delay estimates. The estimates will help you to make more informed decisions about your bidding strategies and budgets, and improve your return on ad spend.
