Conversion Lag Report Explained in Google Analytics Attribution
In the context of attribution reports, a conversion can be a goal completion and/or ecommerce transaction.
A conversion lag (known as ‘time lag’ in GA multi-channel funnels reports) is the number of days to conversions.
The length of conversion lag depends upon the amount of buying consideration involved.
For example, when it comes to buying a greeting card, people often do not spend days and weeks researching which card to buy. So when they see an ad on greeting cards and they like the card they see, they would just go ahead and buy it (provided they have a reason to buy a card).
Since a very small amount of consideration is involved in buying a greeting card, the conversion lag tends to be very short (usually a couple of hours or days).
However, when it comes to buying a house, people often spend weeks and months researching which house to buy. So when they see a property ad, they don’t just go ahead and purchase the property straight away even when they like it. They are going to spend weeks/months doing research on that property.
Since a lot of consideration is involved in buying a house, the conversion lag tends to be very long (usually a couple of weeks/months),
In the offline world, the conversion lag is known as the ‘sales cycle’.
Introduction to Conversion Lag report
Through the Conversion Lag report, you can determine the number of days it takes on an average for customers to complete one or more conversions on your website under a particular conversion credit model (aka attribution model).
The Conversion Lag report is similar to the Time Lag report you see in GA multi-channel funnels and is used to understand the length of your conversion/sales cycle under a particular attribution model.
In order to access the Conversion Lag report follow the steps below:
Step-1: Navigate to https://analytics.google.com/analytics/attribution/
Step-2: Click on the ‘Conversions lag’ link on the left-hand side:


The top row of the Conversion Lag report provides an overview of how long it takes for selected conversion type(s) to occur under a particular attribution model.
The top row shows not only the average number of days to selected conversion type(s) but also the total number of conversions, total revenue, and two blue bar charts.
The two blue bar charts represent the percentage of total conversions and the percentage of total revenue.
All rows others than the top row, show total conversions, total revenue, and the two blue bar charts for each day to selected conversion type(s).
The Conversion Lag report is sorted by ‘Days to conversion’ and you can not change the sort order.
Note: By default, the Conversion Lag report shows data for all conversion types. In order to see the Conversion Lag report for a particular conversion type, select the conversion type from the drop-down menu:

Conversion Lag report settings
You can change the settings of your Conversion Lag report by clicking on the ‘Edit report’ button on the top right-hand side:

Once you clicked on the ‘Edit report’ button, you would see the ‘Report Settings’ panel:

Through the report settings panel you can:
- You can change the conversion credit model (aka the attribution model) used by the Conversion Lag report.
- You can change the way data is displayed (cumulative or non-cumulative) in the Conversion Lag report.
Cumulative: Use this setting, if you want the Conversion Lag report to show the conversion and revenue data from prior days for each day to selected conversion type(s). By default, the Conversion Lag report displays cumulative data.
Non-Cumulative: Use this setting, if you do not want the conversion lag report to show the conversion and revenue data from prior days for each day to selected conversion type(s).
You can also change the conversion credit model from withing the reporting interface of the conversion lag report by clicking on the ‘Conversion Credit Model =’ button:

Similarly, you can also change the way data is displayed in the conversion lag report by clicking on the ‘Display data = “ button:

Related Articles
- Introduction to Attribution Beta – Attribution Project in Google Analytics
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Connected Properties Explained in Google Analytics Attribution
- Conversion Credit Models Guide – Google Analytics Attribution
- Conversion Lag Report Explained in Google Analytics Attribution
- Conversion Path Length Report Explained in Google Analytics Attribution
- Conversion Paths Report Explained in Google Analytics Attribution
- Conversion Time & Interaction Time Explained in Google Analytics Attributione
- Conversion Types Explained in Google Analytics Attribution
- Model Comparison Report Explained in Google Analytics Attribution
- Google Attribution Access and User Permissions – Tutorial
- Differences Between Google Attribution & Multi-Channel Funnel Reports
Other articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.
In the context of attribution reports, a conversion can be a goal completion and/or ecommerce transaction.
A conversion lag (known as ‘time lag’ in GA multi-channel funnels reports) is the number of days to conversions.
The length of conversion lag depends upon the amount of buying consideration involved.
For example, when it comes to buying a greeting card, people often do not spend days and weeks researching which card to buy. So when they see an ad on greeting cards and they like the card they see, they would just go ahead and buy it (provided they have a reason to buy a card).
Since a very small amount of consideration is involved in buying a greeting card, the conversion lag tends to be very short (usually a couple of hours or days).
However, when it comes to buying a house, people often spend weeks and months researching which house to buy. So when they see a property ad, they don’t just go ahead and purchase the property straight away even when they like it. They are going to spend weeks/months doing research on that property.
Since a lot of consideration is involved in buying a house, the conversion lag tends to be very long (usually a couple of weeks/months),
In the offline world, the conversion lag is known as the ‘sales cycle’.
Introduction to Conversion Lag report
Through the Conversion Lag report, you can determine the number of days it takes on an average for customers to complete one or more conversions on your website under a particular conversion credit model (aka attribution model).
The Conversion Lag report is similar to the Time Lag report you see in GA multi-channel funnels and is used to understand the length of your conversion/sales cycle under a particular attribution model.
In order to access the Conversion Lag report follow the steps below:
Step-1: Navigate to https://analytics.google.com/analytics/attribution/
Step-2: Click on the ‘Conversions lag’ link on the left-hand side:
The top row of the Conversion Lag report provides an overview of how long it takes for selected conversion type(s) to occur under a particular attribution model.
The top row shows not only the average number of days to selected conversion type(s) but also the total number of conversions, total revenue, and two blue bar charts.
The two blue bar charts represent the percentage of total conversions and the percentage of total revenue.
All rows others than the top row, show total conversions, total revenue, and the two blue bar charts for each day to selected conversion type(s).
The Conversion Lag report is sorted by ‘Days to conversion’ and you can not change the sort order.
Note: By default, the Conversion Lag report shows data for all conversion types. In order to see the Conversion Lag report for a particular conversion type, select the conversion type from the drop-down menu:
Conversion Lag report settings
You can change the settings of your Conversion Lag report by clicking on the ‘Edit report’ button on the top right-hand side:
Once you clicked on the ‘Edit report’ button, you would see the ‘Report Settings’ panel:
Through the report settings panel you can:
- You can change the conversion credit model (aka the attribution model) used by the Conversion Lag report.
- You can change the way data is displayed (cumulative or non-cumulative) in the Conversion Lag report.
Cumulative: Use this setting, if you want the Conversion Lag report to show the conversion and revenue data from prior days for each day to selected conversion type(s). By default, the Conversion Lag report displays cumulative data.
Non-Cumulative: Use this setting, if you do not want the conversion lag report to show the conversion and revenue data from prior days for each day to selected conversion type(s).
You can also change the conversion credit model from withing the reporting interface of the conversion lag report by clicking on the ‘Conversion Credit Model =’ button:
Similarly, you can also change the way data is displayed in the conversion lag report by clicking on the ‘Display data = “ button:
Related Articles
- Introduction to Attribution Beta – Attribution Project in Google Analytics
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Connected Properties Explained in Google Analytics Attribution
- Conversion Credit Models Guide – Google Analytics Attribution
- Conversion Lag Report Explained in Google Analytics Attribution
- Conversion Path Length Report Explained in Google Analytics Attribution
- Conversion Paths Report Explained in Google Analytics Attribution
- Conversion Time & Interaction Time Explained in Google Analytics Attributione
- Conversion Types Explained in Google Analytics Attribution
- Model Comparison Report Explained in Google Analytics Attribution
- Google Attribution Access and User Permissions – Tutorial
- Differences Between Google Attribution & Multi-Channel Funnel Reports
Other articles on Attribution Modelling
- How to analyse and report the true value of your SEO Campaign
- How to valuate Display Advertising through Attribution Modelling
- Understanding Shopping Carts for Analytics and Conversion Optimization
- 6 Keys to Digital Success in Attribution Modelling
- Google Analytics Attribution Modeling Tutorial
- How to Measure and Improve the Quality of SEO Traffic through Google Analytics
- How to explain attribution modelling to your clients
- Default and Custom Attribution Models in Google Analytics
- Understanding Missing Touchpoints in Attribution Modelling
- What You Should Know about Historical Data in Web Analytics
- Model Comparison Report Explained in Google Analytics Attribution
- Data-Driven Attribution Model in Google Analytics – Tutorial
- Conversion Lag Report Explained in Google Analytics Attribution
- Selecting the Best Attribution Model for Inbound Marketing
- How to do ROI Analysis in Google Analytics
- Conversion Credit Models Guide – Google Analytics Attribution
- Introduction to Nonline Analytics – True Multi Channel Analytics
- Conversion Types Explained in Google Analytics Attribution
- Attribution Channels Explained in Google Analytics Attribution
- Differences Between Google Attribution & Multi-Channel Funnel Reports
- Introduction to TV Attribution in Google Analytics Attribution 360
- Conversion Credit Distribution for Attribution Models in Google Analytics
- Conversion Paths Report Explained in Google Analytics Attribution
- Attribution Model Comparison Tool in Google Analytics
- Touchpoint Analysis in Google Analytics Attribution Modelling
- Attributed Conversions & Attributed Revenue Explained in Google Attribution
- Which Attribution Model to use in Google Analytics?
- Google Attribution Access and User Permissions – Tutorial
- Conversion Path Length Report Explained in Google Analytics Attribution
- How to set up a data-driven attribution model in Google Analytics
- View-Through Conversion Tracking in Google Analytics
- Offline Conversion Tracking in Google Analytics – Tutorial
- How to Create Custom Attribution Model in Google Analytics
- 8 Google Analytics Conversions Segments You Must Use
- You are doing Google Analytics all wrong. Here is why
- How to Use ZMOT to Increase Conversions and Sales Exponentially
- Connected Properties Explained in Google Analytics Attribution
- Marketing Mix Modelling or Attribution Modelling. Which one is for you?
- How is attribution modelling helpful for ecommerce and non-ecommerce websites?
- Conversion Time & Interaction Time Explained in Google Analytics Attribution
- How to Allocate Budgets in Multi Channel Marketing
- How Does Attribution Work?
- Data-Driven Attribution Model Explorer in Google Analytics
- Introduction to Attribution Beta – Attribution Project in Google Analytics
Register for the FREE TRAINING...
"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."
Here’s what we’re going to cover in this training…
#1 Why digital analytics is the key to online business success.
#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.
#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.
#4 Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.
#5 The number 1 reason why conversion optimization is not working for your business.
#6 How to advertise on any marketing platform for FREE with an unlimited budget.
#7 How to learn and master digital analytics and conversion optimization in record time.
My best selling books on Digital Analytics and Conversion Optimization
Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.
Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.
Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.
Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.