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Find out how long it takes for your customers to convert

Once you've set up conversion tracking, it's important to understand how long it takes customers who see and click your ad to complete the conversion, and how that impacts the data you see in your account. Sometimes the conversion happens rapidly, within a day of the click, but conversions can be reported up to 90 days after the click, depending on the conversion window you’ve chosen.

This is important information to have, because the time between impression and conversion affects which values you see in your account. Examples of situations where this conversion delay might affect what you see:

  • Comparing performance: If you compare recent performance with past performance, your recent performance might not look as strong, because some of the users who clicked an ad haven’t converted yet. Since you're missing these conversions that will come later on but your spend is fully reported, it may appear that you have fewer conversions, a higher cost per conversion, etc.
  • Missing bid simulator estimates: If your customers take a long time to convert, you might not be able to see conversion estimates in the bid simulator. Learn more about the bid simulator.

Use the information in this article to learn how to find a report that details the conversion delay history for your account.


  1. Sign in to your AdWords account.

  2. Click the Campaigns tab.

  3. Make sure the date range for your report ends at least 30 days ago (longer if you have a longer conversion window) to make sure the report has complete conversion data.

  4. Click Segment.

  5. In the menu that opens, click Conversions. Select Days to conversion.

  6. This segments the conversion columns in your report into up to 19 rows.

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