If your business goal is to learn how long it takes users to purchase your product after selecting your ad, what metric should you follow in Search Ads 360?
- Follow learning period
- Follow target cost-per-acquisition (tCPA)
- Follow target return on ad spend (tROAS)
- Follow conversion delay
Explanation:
To understand the time it takes for users to make a purchase after interacting with your ad in Search Ads 360, the relevant metric to follow is **conversion delay**. Conversion delay provides insights into the duration between users clicking on an ad and completing a desired conversion action, such as making a purchase. By monitoring conversion delay, advertisers can gain valuable information about the customer journey, helping them assess the efficiency of their campaigns in driving timely conversions. This metric is particularly useful for businesses aiming to optimize their strategies based on the time it takes for users to move through the conversion funnel. Understanding conversion delays enables advertisers to refine their ad targeting, messaging, and overall campaign management to better align with the user’s decision-making timeline.
It’s important to note that most clicks on ads do not lead to immediate conversions. The conversion delay metric in Search Ads 360, which measures the time from a click to a conversion, is essential for accurately assessing how your ads are performing in terms of driving sales.
The metric reports the duration it takes for clicks to lead to 80% of your online conversions. Knowing the conversion delay is vital as it informs you about the typical timeframe between when consumers see and click on your ad and when they complete the purchase. This understanding is crucial for interpreting the data in your account.
While some conversions may occur quickly, within a day of the click, others can take much longer to materialize, with conversions sometimes being reported up to 90 days after the click, depending on your chosen conversion window. This variation in conversion time is critical for planning and optimizing your advertising strategies in Search Ads 360.