{"id":7619,"date":"2020-10-23T07:59:59","date_gmt":"2020-10-23T07:59:59","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=7619"},"modified":"2023-11-10T14:15:22","modified_gmt":"2023-11-10T14:15:22","slug":"analysing-google-ads-data-correctly-delayed-conversions","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/analysing-google-ads-data-correctly-delayed-conversions\/","title":{"rendered":"Analysing Google Ads data correctly: The role of \u2018delayed conversions\u2019"},"content":{"rendered":"\n<p>As the name already indicates, \u2018delayed conversions\u2019 are conversions which, for example, happen on your website but become visible at a later point in time. In fact, what it means is that there is a delay in reflecting most recent data (conversions) in your Google Ads report \u2013 Google refers to it as <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9347141?hl=en\">conversion lag<\/a> and also offers you <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9347065?hl=en\">conversion lag reporting<\/a>.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Conversion lag refers to the delay when people click an ad and when they perform a specific conversion action (for example with, install, purchase, add-to-cart, etc.). Because Google Ads reports conversions by query date, you may not always see the most updated conversion numbers. They can sometimes cause CPA to look inflated and ROAS to look deflated.<\/p>\n<cite>Google<\/cite><\/blockquote>\n\n\n\n<p>So, why should you care? You should care because \u2018delayed conversions\u2019 matter and are actually crucial to take into account when analysing your Google Ads data and drawing more accurate conclusions based on your findings.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-you-can-expect-from-this-article\"><strong>What you can expect from this article<\/strong><\/h3>\n\n\n\n<p>This blog article will address the complexity of \u2018delayed conversions\u2019 using Google\u2019s \u2018last click\u2019 attribution model in the examples. You will find advice on how you can interpret your data correctly.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/analysing-google-ads-data-correctly-delayed-conversions\/#tip-1-understand-google-cookies-and-%e2%80%98delayed-conversions\" >Tip 1: Understand Google cookies and \u2018delayed conversions\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/analysing-google-ads-data-correctly-delayed-conversions\/#3-scenarios-you-see-when-your-ad-is-clicked-and-results-in-a-conversion\" >3 scenarios you see when your ad is clicked and results in a conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/analysing-google-ads-data-correctly-delayed-conversions\/#tip-2-create-your-own-estimate-based-on-google-ads-attribution-data\" >Tip 2: Create your own estimate based on Google Ads attribution data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/analysing-google-ads-data-correctly-delayed-conversions\/#key-takeaways-from-this-blog-article\" >Key takeaways from this blog article:&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/analysing-google-ads-data-correctly-delayed-conversions\/#final-note\" >Final note<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-tip-1-understand-google-cookies-and-delayed-conversions\"><span class=\"ez-toc-section\" id=\"tip-1-understand-google-cookies-and-%e2%80%98delayed-conversions\"><\/span><strong>Tip 1: Understand Google cookies and \u2018delayed conversions\u2019<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To understand \u2018delayed conversions\u2019, we need to understand what happens in the background during the online shopping process.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-so-what-is-actually-going-on-behind-the-curtain\"><strong>So, what is actually going on behind the curtain? <\/strong><\/h3>\n\n\n\n<p>Whenever a user and, thus, a potential customer clicks on an ad and subsequently, gives consent to saving cookies in their internet browser when redirected to the advertiser\u2019s website, a cookie is stored on the used device complying with the <a href=\"https:\/\/gdpr.eu\/what-is-gdpr\/\">General Data Protection Regulation<\/a> (GDPR). This stored cookie then helps Google to be informed about the user\u2019s search behaviour and the click a user performs when engaging with an ad (by clicking on it) is captured. The lifetime of such a stored cookie equals 30 days per default (Note: You can also adjust that timeframe in your Google Ads account and can choose between 30, 60 and 90 days). What is important to keep in mind is that the cookie can also be &#8216;set to zero&#8217;. What I mean by that: The lifetime of a cookie is set to zero if a user clicks on another ad within the set cookie lifespan. Then, this click will be considered the \u2018starting point\u2019 of the \u2018new\u2019 cookie lifespan.<!--<img decoding=\"async\" width=\"625.7777777777778\" height=\"352\" alt=\"delayed-conversions.png-scoreboard\" src=\"https:\/\/lh3.googleusercontent.com\/GsxrY64BdOkvq8gHPvILkx14h_X7IYZ4l850jQD5f69rHCBuan4ataZLl8agr67lORTw6spmvtjpOAG4PxuwxnoNwEcY-ywMAen9R4nP66vrN2PX9Am6mEYe--rP5S6kyRfNYgXv\">--><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-why-the-cookie-lifetime-matters\"><strong>Why the cookie-lifetime matters<\/strong><\/h3>\n\n\n\n<p>Say you want to analyse your data from last weekend on the following Monday or Tuesday. Well, you will most certainly miss conversions and revenue in your Google reports when conducting your analysis too soon.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s use an example to make it more tangible:&nbsp; Let\u2019s say, a user clicks on your ad on 27 November \u2013 Black Friday. Easy \u2013 the cookie lifespan of 30 days (provided you set this timeframe in your account to 30 days) comes into effect. However, if the user then clicks on another ad you have in place on 29 November (Sunday), the cookie lifetime will be set to zero, and Sunday counts as the starting point of the \u2018refreshed\u2019 cookie lifespan. All this affects the way you should read your data.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Let\u2019s move on to when a conversion happens&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-scenarios-you-see-when-your-ad-is-clicked-and-results-in-a-conversion\"><span class=\"ez-toc-section\" id=\"3-scenarios-you-see-when-your-ad-is-clicked-and-results-in-a-conversion\"><\/span><strong>3 scenarios you see when your ad is clicked and results in a conversion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-case-a-the-customer-purchases-on-the-same-day-nbsp\"><strong>Case A: The customer purchases on the same day&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"513\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-same-day-click-1024x513.jpg\" alt=\"Same-day-click scheme explaining delayed conversions\" class=\"wp-image-9829\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-same-day-click-1024x513.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-same-day-click-300x150.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-same-day-click-1536x769.jpg 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-same-day-click-1000x500.jpg 1000w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-same-day-click.jpg 1666w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Case A: Purchase on the same day<\/figcaption><\/figure>\n\n\n\n<p>This case is quite straightforward. The conversion happens on the same day as the click. Consequently, the conversion and the order value will also be attributed to the day of the purchase \u2013 Friday, 27 November.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-case-b-the-customer-revisits-at-a-later-point-in-time-and-purchases-within-30-days-the-lifespan-of-a-cookie\"><strong>Case B: The customer revisits at a later point in time and purchases within 30 days (the lifespan of a cookie)<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"514\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-later-purchase-1024x514.jpg\" alt=\"delayed conversion due to later purchase\" class=\"wp-image-9830\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-later-purchase-1024x514.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-later-purchase-300x151.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-later-purchase-1536x772.jpg 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-later-purchase.jpg 1676w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Case B: Revisit to your website, purchase within 30 days (cookie-lifetime)<\/figcaption><\/figure>\n\n\n\n<p>This conversion will also be attributed to the day of the click \u2013 Friday, 27 November. In this case, the conversion happens at a later point in time (on Sunday, 29 November), although within the 30-day cookie lifespan and without the user clicking on another ad in between the click and the purchase (conversion). This is what we call a \u2018delayed conversion\u2019.&nbsp;<\/p>\n\n\n\n<p>Remember: The click was made two days earlier than the actual purchase. Hence, the \u2018last click\u2019 attribution model counts the signal received on the day of the click and considers this as the day of the conversion. There was no other ad being clicked on and therefore, also the cookie lifetime of 30 days remained valid starting on the day the click was made. In other words, if the user does not click another ad from your Ads account until purchasing and the conversion takes place within those 30 days, the click on Friday \u2018wins\u2019. Consequently,&nbsp; the order value (which you may want to attribute to the day the conversion actually happened) will also be attributed to Friday. Based on our example, here is another side note: If a conversion happens on Friday followed by another conversion on Sunday (with no additional ad click in between), both conversions will be attributed to Friday.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-case-c-the-customer-searches-again-via-google-and-clicks-at-least-one-more-time-on-a-google-ad-the-actual-purchase-however-happens-after-the-second-click-nbsp\"><strong>Case C: The customer searches again via Google and clicks (at least) one more time on a Google ad. The actual purchase, however, happens after the second click&nbsp;<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"515\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-second-click-1024x515.jpg\" alt=\"delayed conversion due with 2 clicks\" class=\"wp-image-9831\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-second-click-1024x515.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-second-click-300x151.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-second-click-1536x773.jpg 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/delayed-conversions-second-click.jpg 1662w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Case C: Purchase after two clicks (reset cookie-lifetime after second click)<\/figcaption><\/figure>\n\n\n\n<p>In this case, the conversion will not be attributed to Friday. Google now updates the cookie lifetime after the second click on Sunday (Reminder: The cookie lifetime of 30 days will now start counting from Sunday). According to Google\u2019s \u2018last-click-wins\u2019 model , the conversion as well as the order value will be attributed to the day of the last search query factoring in the most recent ad click before purchasing.&nbsp;<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><em>Tip: When comparing different time ranges, make sure to use data from at least the last 30 days. Otherwise, you may underestimate the performance of the past 30 days as delayed conversions could still surface.&nbsp;<\/em><\/pre>\n\n\n\n<p>Alternatively, you can also estimate your \u2018delayed conversions\u2019 by following our recommendation (Tip 2) \u2013 so keep reading.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tip-2-create-your-own-estimate-based-on-google-ads-attribution-data\"><span class=\"ez-toc-section\" id=\"tip-2-create-your-own-estimate-based-on-google-ads-attribution-data\"><\/span><strong>Tip 2: Create your own estimate based on Google Ads attribution data<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>You are able to get a pretty good estimate of the \u2018delayed conversions\u2019 when accessing your data via the Google Ads Interface.<\/p>\n\n\n\n<p>Just log in to your Google Ads account, click on <em>Tools<\/em> in the main navigation bar of Google Ads and select <em>Attribution<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"415\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/how-to-find-attribution-data-google-ads-1024x415.jpg\" alt=\"attribution data in google ads\" class=\"wp-image-9832\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/how-to-find-attribution-data-google-ads-1024x415.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/how-to-find-attribution-data-google-ads-300x122.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/how-to-find-attribution-data-google-ads-1536x622.jpg 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/10\/how-to-find-attribution-data-google-ads.jpg 1886w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Then, click on <em>Path metrics<\/em>&nbsp; (navigation panel on the left) and select a conclusive timeframe for your analysis. We strongly recommend using a timeframe of between 3-6 months (or an even larger timeframe) to get more solid and reliable results.<\/p>\n\n\n\n<p>Lastly, please click on the tab <em>From last click <\/em>to see the data you want to interpret.&nbsp;You&#8217;re good to go.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways-from-this-blog-article-nbsp\"><span class=\"ez-toc-section\" id=\"key-takeaways-from-this-blog-article\"><\/span><strong>Key takeaways from this blog article:&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Understand Google\u2019s \u2018last-click-wins\u2019 concept and the 30-day cookie lifetime.<\/li>\n\n\n\n<li>Create your own estimate based on your Google Ads data.<\/li>\n\n\n\n<li>Use your newly gained knowledge when making ad-hoc reports including the last 30 days.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-note\"><span class=\"ez-toc-section\" id=\"final-note\"><\/span><strong>Final note<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Attribution is a complex topic, deserves attention and requires thought. In this article, we have put a particular focus on Google\u2019s \u2018last click\u2019 attribution model. However, there is not only one way of measuring your conversions which is why we also want to point you towards the different attribution options available and resources to look at:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>About attribution models: <\/em><br><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6259715\"><em>https:\/\/support.google.com\/google-ads\/answer\/6259715<\/em><\/a><\/li>\n\n\n\n<li><em>Choose an attribution model that best fits your needs:<\/em><br><a href=\"https:\/\/support.google.com\/google-ads\/answer\/7002714?hl=en\"><em>https:\/\/support.google.com\/google-ads\/answer\/7002714?hl=en<\/em><\/a><\/li>\n\n\n\n<li><em>Find out how long it takes your customers to convert:<\/em><br><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6239119?hl=en\"><em>https:\/\/support.google.com\/google-ads\/answer\/6239119?hl=en<\/em><\/a>&nbsp;<\/li>\n\n\n\n<li><em>About conversion lag reporting: <\/em><br><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9347141?hl=en#:~:text=Conversion%20lag%20reporting%20\">https:\/\/support.google.com\/google-ads\/answer\/9347141?hl=en#:~:text=Conversion%20lag%20reporting%20<\/a>&nbsp;<\/li>\n\n\n\n<li><em>Google Ads Attribution Updates: Make every marketing dollar count with attribution and lift measurement: <\/em><br><a href=\"https:\/\/blog.google\/products\/ads-commerce\/attribution-lift-measurement\"><em>https:\/\/blog.google\/products\/ads-commerce\/attribution-lift-measurement<\/em><\/a><em>&nbsp;<\/em><\/li>\n<\/ul>\n\n\n\n<p>The bottom line is: Interpreting your data correctly matters \u2013 especially when it comes to peak seasons such as the upcoming Black Friday and holiday season! Click <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/black-friday-holiday-ecommerce-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a> to read more about how to get ready for the shopping frenzy and the storm you may have to weather!<\/p>\n\n\n\n<p>To see more content like this or read up on our products \u2013 sign-up to our newsletter.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><em>This text is an updated version of Thomas Otzasek\u2019s blog article \u2018Google\u2019s delayed conversions explained\u2019 published on our blog in 2016.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the name already indicates, \u2018delayed conversions\u2019 are conversions which, for example, happen on your website but become visible at a later point in time. In fact, what it means is that there is a delay in reflecting most recent data (conversions) in your Google Ads report \u2013 Google refers &#8230;<\/p>\n","protected":false},"author":55,"featured_media":7626,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[27,645,646,648,88,476,647],"class_list":["post-7619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-attribution","tag-conversion-lag","tag-conversion-lag-reporting","tag-cookie-lifetime","tag-delayed-conversions","tag-google-ads","tag-google-ads-data"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Analysing Google Ads data correctly: The role of \u2018delayed conversions\u2019<\/title>\n<meta name=\"description\" content=\"Interpreting data correctly matters, especially if &#039;delayed conversions&#039; come into play. 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