Time-to-Conversion (TTC)

Tracking & Analytics

Time-to-Conversion (TTC) measures how long it takes for a visitor to convert after clicking your tracking link. Understanding this metric helps optimize your funnels and improve marketing timing.

Histogram Chart

The Conversion Velocity chart shows how conversions are distributed across time buckets. Each bar represents a time range showing how many conversions happened within that window:

0-5m: Lightning-fast conversions (impulse buyers)
5-30m: Quick decision makers
30m-1h: Moderate consideration time
1-6h: Extended browsing session
6-24h: Same-day conversions
1-3d: Short reflection period (sleep on it)
3-7d: Week-long decision cycle
7-14d: Retargeting window conversions
14-30d: Extended nurturing cycle
30d+: Long-term brand consideration

Hover over any bar to see the exact count and percentage of total conversions in that time bucket.

Summary Stats

The summary panel provides key insights at a glance:

Average Time to Convert: The weighted average across all conversions
Total Conversions: Number of conversions in the selected date range
Fast (< 1 hour): Percentage of conversions happening within the first hour
Slow (> 24 hours): Percentage of conversions taking more than a day

Tip: A high "Fast" percentage indicates strong offer-audience fit. A high "Slow" percentage may suggest the need for remarketing.

Filtering

Use segment filters to drill down into specific traffic sources or visitor segments. You can filter by:

V1-V5 parameters: Filter by UTM source, medium, campaign, etc.
Country: Geographic breakdown of conversion velocity
Device: Compare desktop vs mobile conversion times
Referrer: Analyze by traffic source domain

Add up to 3 filters simultaneously. Text filters support multiple match modes: equals, contains, starts with, and ends with.

AVG TTC Column

You can also view Average TTC directly in your stats tables. To enable:

Click the column chooser icon in your stats table
Find "Average Time to Conversion (AVG TTC)" under Advanced Metrics
Toggle it on to add the column

This lets you compare conversion velocity across links, targets, or any other dimension without switching to the Conversion Velocity tab.

Use Cases

Optimize Ad Scheduling

If most conversions happen within 0-5 minutes, your traffic converts immediately and dayparting may not matter. If conversions cluster in 6-24h, consider scheduling ads to give visitors time to return.

Improve Retargeting Windows

Use the "7d+" bucket to understand how many conversions need extended nurturing. This helps set appropriate retargeting cookie windows.

Compare Traffic Sources

Filter by different V1 (UTM source) values to compare conversion velocity between traffic sources. Faster-converting sources may deserve higher bids.