If your business goal is to understand how long it takes users to purchase your product after selecting your ad, the metric you should follow in Search Ads 360 is conversion delay.
- Follow learning period
- Follow target cost-per-acquisition (tCPA)
- Follow target return on ad spend (tROAS)
- Follow conversion delay
The correct answer is: Follow conversion delay
Explanation: It’s important to note that most clicks on ads do not lead to immediate conversions. The conversion delay metric in Search Ads 360, which measures the time from a click to a conversion, is essential for accurately assessing how your ads are performing in terms of driving sales.
The metric reports the duration it takes for clicks to lead to 80% of your online conversions. Knowing the conversion delay is vital as it informs you about the typical timeframe between when consumers see and click on your ad and when they complete the purchase. This understanding is crucial for interpreting the data in your account.
While some conversions may occur quickly, within a day of the click, others can take much longer to materialize, with conversions sometimes being reported up to 90 days after the click, depending on your chosen conversion window. This variation in conversion time is critical for planning and optimizing your advertising strategies in Search Ads 360.
Chapter 10: Measure Bid Performance in Search Ads 360