{"id":26595,"date":"2023-05-15T09:49:13","date_gmt":"2023-05-15T17:49:13","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26595"},"modified":"2025-08-26T06:57:46","modified_gmt":"2025-08-26T14:57:46","slug":"improve-your-re-targeting-strategy-with-time-to-conversion-metrics","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/improve-your-re-targeting-strategy-with-time-to-conversion-metrics\/","title":{"rendered":"Improve your re-targeting strategy with Time To Conversion metrics","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>As you\u2019re optimizing your ad campaigns, one of the first metrics you will probably look at is your conversion rate.&nbsp;<\/p>\n\n\n\n<p>But what if you wanted more granular data on your customers\u2019 purchase journey? What if you wanted to understand not just what share of people bought your product, but <em>how long<\/em> it took them to make those purchases?&nbsp;<\/p>\n\n\n\n<p>This is called <strong>Time To Conversion<\/strong>, and it is a key measurement tool that many advertisers are still overlooking.&nbsp;<\/p>\n\n\n\n<p>Essentially, Time to Conversion is<strong> the time between when a customer engages with your ad and when they make a purchase<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Certain products have much longer times to conversion than others, and so do certain ads: for example, DSP ads take longer to drive purchases than Sponsored Products ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-unlock-time-to-conversion-insights-with-amazon-marketing-cloud-nbsp\"><strong>Unlock Time To Conversion insights with Amazon Marketing Cloud&nbsp;<\/strong><\/h3>\n\n\n\n<p>\u201cTime to conversion\u201d is a popular metric in other segments of the digital ad world. Google <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6239119?hl=en\">tracks<\/a> a version of this metric, and so does <a href=\"https:\/\/www.facebook.com\/business\/help\/1396211820577500\">Facebook<\/a>. But there aren\u2019t many ways to measure Time To Conversion in the Amazon context. Until now.&nbsp;<\/p>\n\n\n\n<p>That\u2019s where <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Amazon Marketing Cloud<\/a> comes in. Amazon Marketing Cloud (AMC) is the only place where you can track the time elapsed between ad touch and final purchase.&nbsp;<\/p>\n\n\n\n<p>You can use our Time To Conversion query to make smarter decisions about when to re-target shoppers with ads, whether or not it is time to change your attribution window, and more.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>As an example&#8230; <\/strong><\/h3>\n\n\n\n<p>Here is a plot of the Time to Conversion for two Intentwise clients.<strong>&nbsp;Brand 1 <\/strong>sells lower-priced baby toys, while <strong>Brand 2 <\/strong>sells higher-priced STEM toys.<\/p>\n\n\n\n<p>Here\u2019s Brand 1 (lower price):&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"890\" height=\"910\" src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-1.png\" alt=\"\" class=\"wp-image-26596\" style=\"width:445px;height:455px\" srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-1.png 890w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-1-293x300.png 293w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-1-768x785.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-1-560x573.png 560w\" sizes=\"(max-width: 890px) 100vw, 890px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Here\u2019s <strong>Brand 2<\/strong> (higher price):&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"890\" height=\"910\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image.png\" alt=\"\" class=\"wp-image-26597 lazyload\" style=\"--smush-placeholder-width: 890px; --smush-placeholder-aspect-ratio: 890\/910;width:445px;height:455px\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image.png 890w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-293x300.png 293w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-768x785.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-560x573.png 560w\" data-sizes=\"(max-width: 890px) 100vw, 890px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>As you can see, <strong>Brand 1 sees more conversions within the first 24 hours than Brand 2<\/strong>. That might be because of price: Brand 2 is more expensive, so its customers are taking slightly longer to make their purchases.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"516\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3-1024x516.png\" alt=\"\" class=\"wp-image-26599 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3-1024x516.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3-300x151.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3-768x387.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3-1536x774.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3-560x282.png 560w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-3.png 1600w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/516;\" \/><\/figure>\n\n\n\n<p>Understanding your Time To Conversion graph is critical. With this data, you can answer questions like:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-how-long-should-i-wait-before-running-a-re-targeting-campaign-nbsp\"><strong>1. How long should I wait before running a re-targeting campaign?&nbsp;<\/strong><\/h3>\n\n\n\n<p>After your customer views your product without purchasing, you have to decide when to <a href=\"https:\/\/www.intentwise.com\/blog\/ad-optimization\/amazon-targeting-page\/\">re-target<\/a> those shoppers who clicked your ad but didn\u2019t make a purchase.\u00a0<\/p>\n\n\n\n<p>In general, the rule of thumb is to re-target quickly. A Stanford <a href=\"https:\/\/www.gsb.stanford.edu\/insights\/retargeted-advertising-sooner-better-later\">study<\/a> from 2019, for instance, concluded that brands should re-target customers within two days after they visit a website. Half of the impact on sales occurred in those first two days. <strong>&nbsp;<\/strong><\/p>\n\n\n\n<p>But <em>exactly<\/em> how long should you wait before re-targeting? An hour? A day?&nbsp;<\/p>\n\n\n\n<p>The Time to Conversion query is designed specifically to answer these questions. Running the Time to Conversion query can produce a graph like this:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"461\" data-src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2-1024x461.png\" alt=\"\" class=\"wp-image-26598 lazyload\" data-srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2-1024x461.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2-300x135.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2-768x346.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2-1536x691.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2-560x252.png 560w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/05\/image-2.png 1600w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/461;\" \/><\/figure>\n\n\n\n<p>Look at your spread closely, and then use it to calibrate the timing of your re-targeting campaign.<\/p>\n\n\n\n<p>For example, if you discover that there is a spike in the number of conversions 36 hours after an ad click, you might wait until that spike has passed before you re-target. Otherwise, the re-targeting campaign might be premature.&nbsp;<\/p>\n\n\n\n<p>By the same token, Time To Conversion can tell you when you should <em>stop<\/em> re-targeting customers.&nbsp;<\/p>\n\n\n\n<p>The Time To Conversion query shows you when purchases begin to plummet\u2014say, after 30 days\u2014so you know, by that point, re-targeting might be a waste of money.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-when-is-the-right-time-to-deploy-my-media-mix-nbsp\"><strong>2. When is the right time to deploy my media mix?&nbsp;<\/strong><\/h3>\n\n\n\n<p>You might want to know: How long does it take a customer to convert after seeing a DSP ad vs. after seeing a Sponsored Products or Sponsored Brands ad? AMC can quickly answer those questions for you.&nbsp;<\/p>\n\n\n\n<p>Unsurprisingly, Sponsored Products ads have a much faster Times To Conversion than DSP ads do. After all, they are lower in the conversion funnel than DSP ads.<\/p>\n\n\n\n<p>But understanding the Time To Conversion for each ad type allows you to deploy your media mix more strategically. <\/p>\n\n\n\n<p>For instance, you can <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/why-amcs-new-custom-audiences-tool-is-so-powerful\/\">build an audience of customers<\/a> who saw a DSP ad.&nbsp;With Time To Conversion, you can identify the optimal moment to serve them the next ad.<\/p>\n\n\n\n<p>Then repeat the process until you have maximized conversions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-is-it-worth-it-to-change-my-attribution-window-nbsp\"><strong>3. Is it worth it to change my attribution window?&nbsp;<\/strong><\/h3>\n\n\n\n<p>As we <a href=\"https:\/\/www.intentwise.com\/blog\/ad-performance-optimization\/explained-how-does-amazon-attribute-ad-sales\/\">recently explained<\/a> on our blog, Amazon only attributes sales for <strong>up to 14 days <\/strong>after an ad is clicked. (The one exception: Sponsored Products ads on Seller Central only get a 7-day attribution window.)&nbsp;<\/p>\n\n\n\n<p>That means, if someone buys your product 15 days after interacting with your ad, the ad won\u2019t get credit for influencing the sale.&nbsp;<\/p>\n\n\n\n<p>There are now ways to increase your attribution window, however. In AMC, for instance, you can now <strong>create 28-day attribution windows<\/strong> for all types of ads.&nbsp;<\/p>\n\n\n\n<p>But should you bother?&nbsp;<\/p>\n\n\n\n<p>Time To Conversion is a great way to find out <strong>whether widening your attribution window will make a meaningful impact<\/strong> on how you evaluate your ad campaigns.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s say you run a Time To Conversion query, and you discover that virtually no sales are coming 15-28 days after an ad is viewed. This result might signal to you that increasing your attribution window isn\u2019t worth it.&nbsp;<\/p>\n\n\n\n<p>However, you might find that a larger number of sales are happening in that 15-28-day period. This might be the case especially if you sell a high-price product, for which people tend to take longer to make purchase decisions.&nbsp;<\/p>\n\n\n\n<p>In that case, it might be time to widen your attribution window in AMC. And without the Time To Conversion query, you wouldn\u2019t even realize how many sales you were missing.&nbsp;<\/p>\n\n\n\n<p>Ready to get started? <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Sign up for a demo of Intentwise\u2019s AMC solution<\/a>.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>As you\u2019re optimizing your ad campaigns, one of the first metrics you will probably look at is your conversion rate.&nbsp; But what if you wanted more granular data on your customers\u2019 purchase journey? What if you wanted to understand not just what share of people bought your product, but how long it took them to [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":26600,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[96,155,137],"class_list":["post-26595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-mobile","tag-newsletter","tag-time-to-conversion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Improve your re-targeting strategy with Time To Conversion metrics<\/title>\n<meta name=\"description\" content=\"Time To Conversion queries on Amazon Marketing Cloud can tell you the best time to run follow-up ads to maximize sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/improve-your-re-targeting-strategy-with-time-to-conversion-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Improve your re-targeting strategy with Time To Conversion metrics\" \/>\n<meta property=\"og:description\" content=\"Time To Conversion queries on Amazon Marketing Cloud can tell you the best time to run follow-up ads to maximize sales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/improve-your-re-targeting-strategy-with-time-to-conversion-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta 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