Time Lag Report
01 Definition
Time Lag Report meaning: A time lag report shows how many days pass between the first interaction and conversion.
A time lag report groups conversions by the number of days between the first touchpoint and the completed conversion. It reveals how long the buying decision typically takes. Google Analytics includes this report to help you understand the length of your sales cycle.
Why it matters
How Time Lag Report fits the work
Time lag data shows how quickly or slowly customers decide, which helps set realistic expectations for how long campaigns take to pay off.
In context
The time lag report showed 60 percent of conversions happened the same day, while 15 percent took more than twelve days.
Practical note
Because it measures from the first tracked touch, blocked cookies or fresh sessions can reset the start point and make lag times look shorter.