Analytics
Time to Conversion
Duration between first interaction with brand and final purchase, used to set attribution windows and forecast revenue.
Time to Conversion measures how long customers take to purchase. Metrics: Average days to conversion, Median time to conversion (less affected by outliers), and Distribution (% who convert in 1 day, 7 days, 30 days). Typical ranges: Impulse products (0-3 days), Considered purchases (7-14 days), High-ticket items (30-90+ days), B2B (90-365+ days). Why it matters: Set attribution windows longer than time to conversion (if 80% convert within 14 days, use 14-day attribution window). Forecast revenue (if average time to conversion is 7 days, today's ad spend will show results in 7 days). Tools: Google Analytics 4, e-commerce platform analytics. Use case: Optimize attribution windows, budget pacing, and revenue forecasting.
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