Problem
Shoppers take different amounts of time to decide on a purchase. Some may buy immediately after clicking an ad, while others take days or even weeks to convert. This time lag between ad engagement and purchase depends on factors like:
Product Price – Expensive items generally take longer to convert.
Brand Trust – Well-known brands may have faster conversions.
Customer Buying Behavior – Some shoppers research extensively before purchasing.
Without visibility into Time to Conversion, advertisers struggle to:
Understand how long customers take to buy after seeing an ad.
Optimize bidding strategies for delayed conversions.
Measure campaign effectiveness accurately.
Solution
The Time to Conversion report in Amazon Marketing Cloud helps you understand how long different customer groups take to convert. Adbrew segments customers based on conversion time, from those converting in less than 1 minute to those taking up to 30 days.
What You Get in This Report
This report includes:
This report includes:
Campaign – The ad campaign that received attribution for the conversion.
Time to Conversion – The time taken by users to convert from the campaign. Users are grouped into the following time ranges:
Less than 1 minute
1–10 minutes
10–30 minutes
30–60 minutes
1–2 hours
2–12 hours
1–7 days
7–14 days
14–30 days
30+ days
Sales & Orders – Sales and order metrics for each group and campaign.
Chart By Campaign Types
This report also includes performance breakdowns by audience group across different campaign types, helping you analyze trends more effectively.
Example Insight
From the example above, we can see:
Over 80% of users converting through Sponsored Ads (SP, SB, SD) complete their purchase within the same day, while the remaining ~20% take up to 7–14 days to convert.
For DSP conversions, only ~50% of customers convert on the same day, while the rest take up to 14 days to convert.
Actions to Take Based on the Report
Launch re-engagement campaigns for different ad types:
As seen in the example above, different user segments interact with ad types in unique ways, leading to varying buying behaviors. Use this report to refine your retargeting strategy, ensuring the lookback window aligns with each segment’s typical conversion timeframe.