This article is about Universal Analytics properties, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties). If you haven't already, start using a Google Analytics 4 property.

Conversion lag report

Understand how long it takes for customers to convert.
Attribution is currently released as a beta feature.

Use the Conversion lag report to understand the distribution of days to conversion across converting paths. This can give you insight into the length of your online sales cycle.

In this article:

How to use the report

Access the report

  1. Sign in to your Attribution project at
  2. Go to Explore > Conversion lag.

Map of Conversion lag report

Select date range and conversion types

Start by selecting a date range from the date picker drop-down menu at the top of the report (1, in the map above). Then select one or more conversion types from the drop-down menu. The default selection is All conversion types.

Select conversion model

Use the drop-down menu at the top of the chart (2, above) to select which attribution model you want to use to calculate conversion credit. Choose from Data-driven, First click, Last click, Linear, Position-based, and Time decay. (To see a report similar to the Time lag report in Analytics or Google Ads, select the First click attribution model.)

Customize your data view

Click Edit report (3, above) to change what's displayed in the report. In the Report settings panel, you can change how you want your data to be displayed:

  • Cumulative: For each day to conversion, the report includes the conversion and revenue data from prior days.
  • Non-cumulative: The report includes conversion and revenue data for each individual day to conversion.

By default, the report displays cumulative data.


Click the download icon file download (4, above) to download a CSV file that includes the data currently shown in the table.

Understand the data

Use the Conversion lag report to see how quickly and effectively your ads are driving conversions or revenue. If your ads are an immediate call-to-action, such as a one-day sale or a sign-up for an event, you'll want to see relatively short time lags (that is, fewer days to conversion). If you're running a brand awareness campaign, longer time lags might be more appropriate. You can use this information to help you understand whether your campaigns are working the way you expect them to, and to determine what lookback window is best for your business.

The top row of the report provides an overview of how the selected conversion types are performing. It shows:

  • Average number of Days to conversion
  • Total number of Conversions
  • Total Revenue.

The report is sorted by Days to conversion. For each day to conversion, you see:

  • Conversions, followed by the percentage of total conversions
  • Revenue, followed by the percentage of total revenue
  • a bar chart visualizing the percentage of total conversion and the percentage of total revenue.
Was this helpful?
How can we improve it?
Clear search
Close search
Google apps
Main menu
Search Help Center