Attribution Beta – Conversion Lag Report Explained

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 by the name of the ‘sales cycle’. 

Get the E-book (52 Pages)

Get the E-Book (37 Pages)

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

 

Do you know the difference between Web Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Web analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Web analytics.

They just copy each other. Monkey see, monkey do.

But Web analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Web Analytics is the core skill. Google Analytics is just a tool used to implement ‘Web Analytics’.

You can also implement ‘Web analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Web analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Web analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Web analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Web analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Web analytics’. You are not learning the ‘Web analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in Web analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage web/digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


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.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!