Okay, if you run ads on Google, you’re probably keeping a close eye on “conversions.” That’s smart because those are the good things – sales, sign-ups, whatever your goals are – that mean your ads are working their magic. But here’s where things get a tiny bit confusing: there are actually two ways to look at conversions, and it makes a difference in how you analyze your campaigns.
The Mystery of the Missing Conversion
Let’s imagine you’re selling super cool hiking boots through Google Ads. You see someone clicks your ad on Monday, but you don’t see a purchase in your reports right away. Did the ad fail? Not necessarily! Sometimes people take a little while to decide. They might click on Monday, do some research, and then finally buy those awesome boots on Friday.
That’s where “Conversions” and “Conversions by Conversion Time” come in. Think of them as different ways of tracking when those super-important actions actually happen.
“Conversions”: The Click-Focused View
The standard “Conversions” metric is all about when the click happened. If someone clicks your hiking boot ad on Monday and buys those boots on Friday, that sale counts as a conversion for Monday. It’s like Google Ads is keeping track of all the potential customers that walked in your store door on a specific day.
“Conversions by Conversion Time”: The “When Did They Buy?” View
This metric flips things around and focuses on the moment the customer actually made the purchase. Using our boot example, even if the click was Monday, the conversion wouldn’t show up until Friday – the day those boots hit the “order confirmed” stage.
Why Should You Care?
Now, you might be thinking, “So what, they bought the boots, right?” Here’s the thing: understanding these different views helps you figure out a few key things about your ads:
The Customer Journey: Do people tend to buy your stuff right away, or do they take some time to mull it over? Big-ticket items usually have some “think about it” time involved, while snacks or small impulse buys might be instant click-and-purchase decisions.
Seeing Results Over Time: If it takes people a while to convert, those regular “Conversions” numbers might make your campaigns look worse than they really are early on. It’s like waiting for your amazing bread dough to rise – it takes time, but the good stuff is coming!
Real-World Examples: When the Numbers Tell a Story
Let’s imagine you run Google Ads campaigns for two different businesses:
Scenario 1: Quick Snack Cravings: You advertise a tasty new energy bar. People see the ad, get hungry, and boom – instant purchase! In this case, your ‘Conversions’ and ‘Conversions by Conversion Time’ numbers will usually be pretty similar.
Scenario 2: Home Renovation Help: You advertise for a kitchen remodeling company. Remodeling is a big decision! People might click your ad, do research, get quotes, and take a few weeks before finally picking you. Here, your ‘Conversions by Conversion Time’ column will show sales further into the future, giving you a truer picture of how those initial ad clicks are performing.
Understanding Conversion Lag: The Wait Time Factor
Remember how sometimes there’s a delay between someone clicking your ad and actually buying something? That’s called “conversion lag.” It varies depending on what you’re selling. A quick snack purchase might happen instantly, while big-ticket items can have a longer lag as people research and decide.
Where Conversion Lag Fits In
Conversion lag is the why behind the difference between “Conversions” and “Conversions by Conversion Time.” Essentially, Google Ads is trying to help you track results even when people take a while to take action.
The Takeaway
Neither metric is “better” – they each tell you something slightly different.
Use “Conversions” for the immediate pulse: How many people are taking action right now based on your ads? This is helpful for quick sales or testing ad variations.
Use “Conversions by Conversion Time” for the long game: See how your ads are contributing to sales over time, especially if you have a product or service that people tend to take more time to consider.
From Numbers to Action: How These Metrics Help You
Okay, understanding the difference between the two “Conversions” views is cool, but what can you do with this knowledge? Here’s where it gets exciting:
Know Your Customer’s Timeline: “Conversions by Conversion Time” is like a window into how long it takes people to make up their minds about your product or service. If customers typically take a few weeks to convert, you know not to panic if you don’t see a ton of sales in the first few days of your campaign.
Smarter Bidding: Google Ads has automated bidding strategies that try to get you the most conversions for your budget. “Conversions by Conversion Time” gives Google a more accurate picture of when your ads are leading to real value, potentially improving those automatic bidding decisions.
Tailor Your Ads to the Journey: Think about where someone is in the process of buying when they see your ad. If you know they buy fast, ads with urgency (“Limited Time Offer!”) might work well. If they take their time, ads focusing on building trust or highlighting your unique selling points could be more effective.
Bonus Tip: The Power of the Conversion Window
Google Ads lets you choose a “conversion window.” This tells Google how long after a click it should still count a conversion. Make sure this setting matches up with how long it usually takes customers to convert for your business. Not too short, not too long!
Wrapping It Up
By understanding the nuances of “Conversions” and “Conversions by Conversion Time,” you gain a deeper level of insight into how your Google Ads campaigns work. Think of them as superpowers to help you analyze past results, optimize for the future, and ultimately grow your business!
