Conversion by time vs Conversion (by conv. time)

In this session, I want to discuss the difference between Conversion by time and Conversion (by Conv. Time) metrics. So, there are 2 metrics that you may know or use only one of them, namely, Conversion.

Usually, if we run a campaign on Google Ads whose goal is conversion, of course the matrix or column that we often see is Conversion, right? In fact, there is one more matrix called Conversion by Time. So, I want to tell you what the difference really is?

Difference between Conversion and Conversion (by Conv. Time)

When we look at the Conversion column, friends must have guessed, that means we see how much conversion we got from the campaign. For example, let’s look at it from the campaign level.

But, if for example, you want to know how many conversions actually occurred today or yesterday, we can’t look in the Conversion column in such a case.


Because of the Conversion column the calculations are actually quite unique and can be complex actually.

For example like this:

When we use Attribution Last Click, we just use the default which may be easier to imagine. Last click means that a conversion is calculated, for example today, the conversion data will be sent on the date that the person clicked or interacted with the ad. Like that huh.

If, for example, last week someone clicked on it or let’s say that A clicked on an ad. But he converted it in the next week. He re-entered the website and the next week he converted.

Well, if that’s the case, the data doesn’t go into next week’s date, but into the date he last interacted with the ad. For example, if the Conversion column.

So, the Conversion column doesn’t really explain how many conversions actually happened on the date we chose or on this day for example.

However, if Conversion (by Conv. Time), it will display the conversions that occurred on the date we specified. And he doesn’t care about the Attribution Model. Anyway, based on the selected date only.

If we choose the date range on the 8th, it means how many conversions occurred on the 8th. Can you get an idea, right?

So, the conversion calculation in the Conversion column and the conversion in the Conversion by Time column is indeed different.

And this Conversion by Time matrix was only released as far as I remember 2019. So, previously we couldn’t see the number of conversions that occurred on a certain date. Just based on the Conversion column that most people see.

If there are still things that are quite confusing because they are quite similar to the explanation, please just comment in the comments column and if you have other questions just write in the comments column.

Thank you.

Metric Conversion by time was released by Google ads in 2019.

The conversion column shows the conversions on the date the ad was clicked. So conversions that happen today don’t always go to today’s date. This value will also be affected by the attribution model you use.

Conversion by time
The Conversions (by conv. time) column shows the conversions that occurred on the date you specified (even if the click occurred not on that date).