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Find a report on your conversion delay

Once you've set up conversion tracking, it's important to understand how conversion delay impacts the data you see in your account. Conversion delay is the time it takes a user who clicks on your ad to complete the conversion. 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 conversion delay affects which values you see in your account. Examples of situations where 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 of conversion delay. Since you're missing the conversions that will come later on but your spend is reflected, it may appear that you have fewer conversions, a higher cost per conversion, etc.
  • Missing bid simulator estimates: If you have a long conversion delay, 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 Tools tab, then select Attribution.
  3. In the menu on the left, click Time Lag.
  4. At the top of the table, click From last click. Make sure that the history window is set to the right time frame for your data.

Keep in mind

  • Conversion delay reporting is only available for Search Network ads. 
  • To determine your average conversion delay on Display, check your Google Analytics or web analytics data. For more information on this, refer to the Analyze conversion paths article.
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