How Conversion Lag Works
Lag can be measured from click or impression to lead, sale or imported offline outcome. The distribution often differs by product, channel and customer type.
A Simple Example
If most customers buy 7 to 21 days after their first ad click, yesterday's spend cannot be judged fairly from yesterday's purchases alone.
Why Conversion Lag Matters
Understanding lag prevents premature cuts and improves pacing, forecasting and experiment readouts.
Common Misreading
Do not use lag as a blanket excuse for poor performance. Compare current cohorts at the same maturity and measure how much reporting typically arrives later.