What It Looks Like
Report Deep-Dive
Summary
The touchpoint lag report analyzes the time between a user's first marketing interaction and a specific conversion event, measured in days.
Important Definitions & Concepts
Touchpoint: Any marketing interaction (e.g., Facebook ad click, Google ad click)
Conversion event: A valuable action on your funnel or website (e.g., Shopify order for e-commerce)
Date range: Filters for conversion data, but touchpoints can be outside this range
Cumulative conversion: Percentage of total conversions that have occurred by a given time
How To Use The Report
Select a date range for analyzing specific conversions
Choose a specific conversion event to avoid skewed data
(Optional) Apply filters to analyze data more deeply (e.g., first touchpoint via Facebook ad)
Review visualized data showing conversions over time (incremental and cumulative)
Examine the table for detailed conversion percentages at different time intervals
Insights You Can Generate
How quickly users tend to convert
Optimal attribution window for your attribution model
Expected timeline for seeing results from new marketing efforts
Differences in conversion time between various marketing channels
Time difference between two significant conversion events in the funnel
Practical Applications
Optimize attribution windows based on actual conversion patterns
Set appropriate benchmarks for new ads or campaigns
Adjust performance expectations for different time intervals (e.g., day 7, day 30)
Identify potential earlier conversion events for optimization in longer funnels
Compare conversion speeds across different marketing channels or time-periods (e.g. Evergreen vs. Black Friday)
Make informed decisions about how long to run ads before evaluating their performance
Need Help?
Here are Help Articles that help you understand and configure reports: