Conversion lag reporting (also known as 'conversion delay') is a feature in Google Ads that shows conversion delay information based on key metrics, such as cost-per-acquisition (CPA) or return on ad spend (ROAS). It's used to predict how actual CPA or ROAS values may change once adjusted for conversion lag.
How it works
Conversion lag refers to the delay when people click an ad and when they perform a specific conversion action (for example with, install, purchase, add-to-basket, etc.). Because Google Ads reports conversions by query date, you may not always see the most updated conversion numbers. This can sometimes cause CPA to look inflated and ROAS to look deflated.
Conversion lag reporting can help you better understand the behavior of your campaigns through hover cards and forecasted conversion information. Several campaign types are eligible for reporting, as outlined below.
Campaign types eligible for conversion lag reporting
- App campaigns for installs
- App campaigns for engagement
- Search campaigns
