Conversions vs. Conversions by Time: The PPC Measurement Guide Most Agencies Skip

jax5027
Aug 23
5 min read

Welcome to the Conversion Rabbit Hole

If you’ve ever felt like you need a PhD in Google Ads Data Interpretation just to figure out which days your sales are happening, you’re not alone. “Conversions” and “Conversions by Time” are two metrics that sound similar but can paint wildly different pictures of your campaign performance. The kicker? Most agencies sweep this under the rug, sometimes by accident, sometimes because—well—no one’s asked. Let’s fix that.

What Actually Is a Conversion?

You’d think the answer would be straightforward. Spoiler: It isn’t.

In Google Ads lingo, a “Conversion” is any action you’ve decided is valuable—a sale, a newsletter sign-up, or someone finally buying that left-handed spatula you’ve been pushing for months. When you see “Conversions” in your Google Ads dashboard, Google counts the number of those actions attributed to your ads. Simple... right?

Actually—there’s a twist. “Conversions” in standard reports show you the number according to when users clicked your ad. So if someone clicked your ad on a Monday and bought your unicorn mug on Thursday, that conversion shows up for Monday. Confused yet? Welcome to PPC Wonderland.

Introducing Conversions by Time (aka the “When Did This Actually Happen?” Metric)

Here’s where things get interesting. “Conversions by Time” throws away the ‘what day did they click’ obsession and just tells you when your conversions actually occurred. Same unicorn mug buyer clicks Monday, purchases Thursday—Conversions by Time pins it to Thursday.

Think of it this way:

Standard Conversions: When was the ad clicked?
Conversions by Time: When did revenue hit the till?

So all those conversions your Monday ad got? Maybe people didn’t actually buy until the weekend (because, let’s be real, who impulse buys on a Monday morning). This matters—a lot.

Let’s Break It Down with Examples

Scenario 1: The Slow-Burn Shopper

You’re running ads for a boutique jewellery brand. A customer views your ad for a shiny gold pendant on Tuesday but needs a “think about it” period (and probably at least two group chats and a milky tea) before buying it on Saturday.

In standard “Conversions” reporting, that sale counts for Tuesday.
In “Conversions by Time”, it lands on Saturday.

So tell me again, which report do you want if you’re trying to allocate budget for Saturday campaigns? Exactly.

Scenario 2: The Classic Payday Spike

You’re an e-commerce retailer who knows Fridays (paydays!) are absolute goldmines. Yet, according to your Google Ads standard Conversions, you see bookings stuck at a Tuesday peak.

That’s because your “payday shoppers” clicked your ad on Tuesday (making plans for their Friday splurge), but actually converted on Friday—the day the cash lands. Using only standard conversions, you might think: “Brilliant, let’s boost Tuesday’s budget!” But you’d be wasting precious ad spend where you’re not actually making the sales.

With Conversions by Time, you’ll see the spike where it matters—on Friday, payday glory.

Why Does This Matter in eCommerce?

Time is money. Literally. For e-commerce businesses running Google Ads, the day and even hour a conversion happens can transform your campaign performance analysis.

Relying blindly on standard conversions:

Skews your understanding of what’s actually working
Masks when your audience is most likely to empty their baskets

And, if you work with an agency that never brings this up, you might be leaving well-deserved sales on the table—or overfunding campaigns that don’t pull their weight.

How Agencies Gloss Over This (But Shouldn’t)

Most agencies default to the standard reports because, well, it’s easier. Fewer awkward questions. Less digging. But founders—especially ones with busy, multi-channel e-commerce brands—deserve the full picture.

When was the last time your agency showed you both metrics side-by-side? Or explained, gulp, why your Thursday conversions just don’t line up week after week?

If your answer is “never,” you’re not alone.

Practical Ways to Use Conversions by Time

Enough finger-wagging—here’s how to actually use “Conversions by Time”:

Where Conversions by Time Breaks the Rules (and Why That’s Good)

Imagine your Sunday campaign looks dead in the water with standard conversion reporting. But with Conversions by Time, you spot a pile of Monday sales actually sparked by your Sunday ads. Suddenly, your “underperforming” campaign is a hidden hero. You wouldn't get that insight from surface-level reports.

A Few Gotchas and Caveats

Reporting Gaps: Platforms like Google Ads default to standard conversions. You’ll need to dig around (or ask your agency nicely) for the “by time” breakdown.
Sales Cycle Length: Longer cycles mean bigger gaps between ad clicks and conversions. This difference is even more important for big-ticket e-commerce.
Attribution Model Gremlins: If your model is non-linear (like “position-based” or “data-driven”), both figures can look “off.” That’s not a software problem—it’s a sign you’re ready for advanced reporting.

How to See Conversions By Time in Google Ads

It’s not buried, but it’s not exactly front-and-centre either. Go into your campaign report, select “Segments,” and group by “conversion time.” Surprise—your numbers may suddenly look very different.

If your agency’s dashboard never includes this—or you’re not seeing insights based on it—you know who to call (hint: our blue logo is hard to miss).

The Takeaway (That Most Agencies Won’t Tell You)

“Conversions” show you what’s attributable, but “Conversions by Time” shows you reality. If you want your PPC budget to match how your customers actually buy, you need both metrics on your radar.

Cheeky truth: Agencies skipping this are either hiding confusion or hoping you won’t spot the difference. Now you know what questions to ask.

If you’re ready for an agency that’s obsessed with what works (and isn’t afraid to show you the data you didn’t ask for), find out how we do PPC with brains at JudeLuxe.

Want more agency secrets and unfiltered advice? Check out our other no-nonsense posts here.

Ready to see your campaigns in actual, living colour (not just marketing gloss)? You know where to find us.

FAQs: Because Google Ads Data Shouldn’t Feel Like a Sudoku

1. Why do my conversions spike on Mondays but my revenue doesn’t? You’re probably seeing standard conversion attribution, not actual purchase days. Check “Conversions by Time.”

2. Which metric should I rely on for budget changes? Always use both: Standard for attribution tuning, by time for true revenue heatmaps.

3. Can I automate reporting for Conversions by Time? Yes, via reporting templates or tools—assuming someone bothers to set them up. (Ahem.)

4. Is this just a Google Ads thing? Nope—Facebook Ads and other platforms play similar games with attribution versus occurrence.

5. Does this matter for small brands? If you want to grow without burning money, yes. Even if you’re selling two left shoes.

Don’t settle for surface-level stats. Dig deeper—and ask your agency the “conversion by time” question they’re hoping you never do.