Conversion Lag

Conversion lag is the amount of time it takes (in days) from exposure (when a user sees or clicks an ad) to conversion (view-through or clickthrough).

Use conversion lag stats to formulate precise remarketing initiatives that target users who visited a website x days ago. For example, if you see that most of your conversions happen within 3 days, you could optimize your campaign to focus only on people who have seen your ads in the last day.

Tracking conversion lag also helps you calculate “days to convert,” an important metric for gauging the value of your ads and campaigns.

There are two ways to track conversion lag: the Conversion Lag Report, and the Report Builder reporting options. Use these reporting tools as follows:

  • Use the Conversion Lag Report to see conversion lag for a single campaign or line.
  • Use the Report Builder tools to see conversion lag for one or many campaigns or lines.

Conversion Lag Report

Use the conversion lag report to see conversion lag for a single campaign or line. The Conversion Lag Report provides a quick visualization of the time it takes for users to convert and breaks them into buckets (<1, 1-2, 2-3, and so on) representing lag in days for conversion.

Run a Conversion Lag Report

Follow the instructions in this section to run a Conversion Lag report:

  1. From the DSP Insights tab, select the Conversion Lag Report subtab.

    conversion-lag-report-subtab

    You see the Report Settings page.

    conversion-lag-setup-page
  2. From the Date Range drop-down list, select a date range or enter a custom range.

  3. From the drop-down list that sets the scope, select the entity for which you want DSP to track the conversion lag (Campaign or Line).

  4. In the Campaign or Line field, start typing the name of the campaign or line for which you want to run the report. When you see your campaign, or line, select it from the list.

  5. From the Conversion Type drop-down list, select the type of conversions you want check (View Through Conversions, Click Through Conversions, or Both).

  6. Click Run Report.

    You see your report output.

    conversion-lag-report

Conversion Lag Graph

The conversion lag graph provides a visual of the number of conversions and their values, broken into conversion lag buckets.

conversion-graph

The conversion value is derived as follows:

  • If you set a conversion value on the Line Properties page, DSP assigns that value to the conversion.
  • For purchase events, a dynamic value you pass to DSP via your pixels that represents the actual value in a shopping cart.]

Conversion Lag Table

Below the conversion lag graph, you see your conversion lag stats in a table.

conversion-lag-table

Report Builder Tools

Use the Report Builder tools to see conversion lag for one or many campaigns or lines. To use Report Builder to report on conversion lag, create a report using the Days to Conversion dimension and Dynamic Conversion metric.

The dynamic conversion value can be an amount you assign in the Line Properties to certain pixels, or a dynamic value you pass to DSP via your pixels that represents the actual value in a shopping cart.

Run a Report Builder Report for Conversion Lag

  1. Using the report builder tools, set up a report builder report.

    If you need help setting up a report builder report, check out Report Builder.

  2. Set up the report builder report as follows:

    • Include the Days to Conversion dimension in the Dimensions list.
    • Include the Dynamic Conversion Value metric in the Metrics list.
    days-to-conversion-in-report-builder
  3. Click Run Report.

    You see your report output.

    days-to-conversion-table