⏱️ Time to Conversion

Dashboard link: https://app.emax-digital.com/time-to-conversion-from-amc

Overview

The Time to Conversion dashboard uses Amazon Marketing Cloud (AMC) data to answer a simple but strategically important question: once a shopper sees your ad, how long does it take them to buy? Some shoppers convert within minutes of an impression; others take days or even weeks. Understanding this distribution helps you decide how long to keep retargeting an audience, how to set attribution windows, and where to invest your budget across upper-funnel and lower-funnel ad formats.

The dashboard groups conversions into "time to conversion" buckets (e.g. within 1 hour, 1–24 hours, 1–3 days, 4–7 days, 8–14 days), and lets you compare how ad-attributed Purchases and Total Purchases (ad-attributed plus organic purchases by exposed users) are distributed across those buckets — both overall and broken down by ad product type.

This dashboard requires an active Amazon Marketing Cloud (AMC) integration.

What You Can See on This Dashboard

Section: How Long Does It Take to Convert?

The opening view of the dashboard gives you the overall distribution of conversions across time-to-conversion buckets, side by side: ad-attributed Purchases vs. Total Purchases.

Key metrics:

• Purchases — Ad-attributed purchases made by users who were exposed to your ads, grouped by the time elapsed between the last ad exposure and the purchase.

• Total Purchases — All purchases by exposed users in the period, including both ad-attributed and organic, grouped by time-to-conversion bucket.

Visualizations:

• Time to Conversion vs Purchases — Pie chart showing the share of ad-attributed Purchases in each time-to-conversion bucket.

• Time to Conversion vs Total Purchases — Pie chart showing the share of Total Purchases in each time-to-conversion bucket, for direct comparison with the ad-attributed view.

Section: Comparison Purchases vs Total Purchases per Time to Conversion

Puts the two distributions side-by-side in a single bar chart, so you can quickly see where ad-attributed and total conversions diverge across buckets.

Visualizations:

• Bar chart with one bucket per group on the X axis and both Purchases and Total Purchases plotted, making it easy to spot which time windows are most over- or under-represented in ad-attributed sales relative to total sales by exposed users.

Section: Time to Convert per Ad Product Type — Purchases

Breaks the ad-attributed Purchases distribution down by ad product type (e.g. DSP, Sponsored Products, Sponsored Brands, Sponsored Display).

Visualizations:

• Bar chart of Purchases by time-to-conversion bucket, with one series per Ad Product Type. Helps you see which ad formats tend to drive faster vs. slower conversions.

Section: Time to Convert per Ad Product Type — Total Purchases

Same breakdown as the previous section, but for Total Purchases (ad-attributed plus organic purchases by exposed users), per ad product type.

Visualizations:

• Bar chart of Total Purchases by time-to-conversion bucket, broken down by Ad Product Type.

Available Filters

Filter interaction notes

• Reporting Range and Report Date work together. Changing the Reporting Range (Weekly ↔ Monthly) reloads the list of available Report Dates.

• Campaign vs. Campaign name like. Use Campaign to pick specific campaigns from a dropdown, or Campaign name like to match by naming-convention substrings (useful if you encode brand, market, or product family into your campaign names).

• Ad Product Type affects all four sections, but the bottom two ad-product-type bar charts are designed to show the breakdown by ad product type — leaving this filter unselected gives the most informative view there.

Use Cases

1. Set your retargeting window — Look at the Time to Conversion vs Purchases pie chart. If 80% of ad-attributed purchases happen within 7 days of the last impression, there is little point continuing to retarget users beyond that window — reallocate that budget to reach new audiences instead.

2. Validate your attribution window — Amazon's standard attribution window is 14 days. If your conversion distribution shows meaningful purchase volume close to the 14-day mark, the standard window is appropriate. If almost everything converts within 24 hours, you may be over-attributing late conversions to ads.

3. Match ad format to funnel stage — Use the per-ad-product-type charts to see which formats produce fast conversions (typically Sponsored Products, where shoppers are already searching with intent) and which produce slower, considered conversions (typically DSP, which reaches upper-funnel audiences). This informs how you split budget across formats.

4. Spot the organic halo — Compare the Purchases pie chart to the Total Purchases pie chart. If Total Purchases skew toward longer time-to-conversion buckets relative to Purchases, ad exposure is likely driving organic purchases later in the consideration cycle — a sign your ads are doing brand-building work that isn't captured by attributed conversions alone.

5. Campaign-level deep dive — Use the Campaign or Campaign name like filter to isolate a single campaign or campaign family and check whether its conversion speed matches your expectations for that funnel stage.

Limitations & Notes

• 14-day data lag. Data is fetched 14 days after each reporting period's end to allow Amazon's 14-day attribution window to complete. Weekly or monthly data for a given period will be available on the 15th day after that period closes.

• Purchases vs. Total Purchases. Purchases counts only ad-attributed orders. Total Purchases counts all orders by users who were exposed to your ads in the period — including organic purchases. The gap between the two is a useful proxy for ad-driven brand halo, but it is not a clean causal measure.

• AMC privacy thresholds. Time-to-conversion buckets with very few users may be suppressed or shown as zero due to AMC's data anonymisation requirements. Smaller campaigns may have gaps in some buckets.

• Time to conversion is measured from the last ad exposure, not the first. A user who saw many impressions over weeks will be bucketed by the gap between their most recent impression and the purchase.

• Ad product type breakdowns require campaigns of multiple types to be informative. Brands running only Sponsored Products will see a single series in the per-ad-product-type charts.

• AMC integration required. This dashboard requires an active AMC connection. Contact your emax digital account manager if data is missing.

Data Refresh

Data updates daily, with a 14-day lag after each reporting period ends. For weekly or monthly data, complete results for a given period are available on day 15 after that period closes.