Amazon credits a sale to an ad click for up to 7 days on Sponsored Products and 14 on the other formats. **Time to Conversion** shows you how much of that window you actually use — and for most accounts the honest answer is: almost none of it.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-ttc-explainer-403dd4b2.mp4)

*Prefer to watch? Eighty-two seconds on the nine buckets, and how soon you may judge a campaign.*

## **The question it answers**

> *How long does it take your customers to have an attributed conversion after last seeing your ad? Sometimes conversions happen rapidly within a few minutes, while other times it might take days for customers to complete the purchase.*

Two controls sit above the dashboard: **Campaign Types** (all, or one format) and **Metric** (Purchases, and the other conversion measures).

## **The headline numbers**

![Campaigns, total purchases, conversions within an hour, and fast conversion share](/kb-assets/shot-b27-ttc-top-7fa12d.png)

| Tile | Reads |
|---|---|
| **Campaigns Analyzed** | campaigns with attributed conversions |
| **Total Purchases** | across all conversion time buckets |
| **Within 1 Hour** | conversions completing in under 60 minutes |
| **Fast Conversion Share** | the same as a percentage, slower beside it |

**A fast conversion share around 56% is typical** for a considered-but-familiar category. Over half of everything the ads got credit for happened inside the first hour.

## **The nine buckets**

![Volume in each time bucket, split by ad product type](/kb-assets/shot-b27-ttc-mid-efad9d.png)

> *Volume of attributed conversions in each time bucket (under a minute → over a week), split by ad product type. Tall left-side bars = fast intent; tall right-side bars = decision-makers who think longer before they buy.*

**< 1 min · 1–10 min · 10–30 min · 30–60 min · 1–2 hrs · 2–12 hrs · 12–24 hrs · 1–7 days · 7+ days**

The legend carries five ad types — **DSP, SB, SD, SP** and **STV** (Streaming TV) — so a format that appears nowhere else in TrackIQ's reporting shows up here if you run it.

## **The shape is usually a U**

The distribution that turns up most often is **bimodal**: a large spike in the first ten minutes, a trough through the middle of the day, then a second rise at 1–7 days and beyond.

Those are two different customers, and they are worth naming separately:

**The first spike is intent that already existed.** Somebody searching for the thing, clicking, buying. The ad did not create the demand; it captured it. This is where most Sponsored Products volume sits.

**The second rise is consideration.** People who saw the ad, left, thought about it, and came back. Higher-priced items, first-time buyers of a category, gift purchases.

**The trough in between is real, not noise.** Nobody spends four hours deciding. They either buy now or they buy another day.

## **What it changes**

**Your attribution window.** If 95% of conversions land inside 24 hours, the 7- and 14-day windows are contributing almost nothing — and the reporting lag they cause is a real cost. It explains why yesterday's numbers look thin, and it tells you how many days to ignore in a rule's look-back. See [**Look-back Windows and Adjustment Frequency**](https://kb.trackiq.com/hc/knowledge-base/articles/lookback-windows-and-adjustment-frequency).

**Promotion length.** A 24-hour promotion on a catalogue that converts in minutes captures nearly all of the available lift. On one with a heavy 1–7 day tail, the same promotion ends before half the buyers have decided.

**How soon you judge a campaign.** If your conversions arrive within an hour, a new campaign can be read in two or three days. With a long tail, reading it that fast will make it look like a failure.

**Which format you blame.** Filter by campaign type. Sponsored Products usually skews fast; DSP and Streaming TV skew long, because they reach people who were not shopping when they saw the ad. A DSP campaign judged on same-day conversions will always look worse than it is.

## **The campaign table**

Below the chart, every campaign appears with a column per time bucket, a count in each cell and a change against the previous period. **Advertiser** is shown too, so multi-entity accounts can tell the DSP advertiser from the seller account.

Sort by the long buckets to find the campaigns doing the patient work — those are the ones most likely to be undervalued by a short attribution view, and the ones most at risk from a rule that pauses on recent performance.

## **What not to conclude**

**Fast does not mean better.** A conversion at 30 seconds may have happened without the ad. A conversion at five days is more likely to have been influenced by it.

**This is time since *last* ad exposure**, not time since first. A customer who saw four ads over a fortnight and bought an hour after the fourth appears in the < 1 hr bucket. [**Path to Purchase**](https://kb.trackiq.com/hc/knowledge-base/articles/path-to-purchase) is the dashboard for the full journey.

**The buckets are conversions, not customers.** Repeat buyers appear repeatedly.

**Monthly cohorts.** Like every AMC dashboard, one calendar month at a time. A promotion inside the month will bend the shape.

## **Related**

- [**Path to Purchase: Which Ad Sequences Actually Convert**](https://kb.trackiq.com/hc/knowledge-base/articles/path-to-purchase) — the whole journey, not the last step.
- [**Why SP, SB and SD Numbers Don't Add Up**](https://kb.trackiq.com/hc/knowledge-base/articles/why-sp-sb-and-sd-numbers-dont-add-up) — the attribution windows themselves.
- [**Look-back Windows and Adjustment Frequency**](https://kb.trackiq.com/hc/knowledge-base/articles/lookback-windows-and-adjustment-frequency) — putting this into a rule.
- [**Why AMC Data Is Monthly and Sometimes Empty**](https://kb.trackiq.com/hc/knowledge-base/articles/why-amc-data-is-monthly) — the reporting cadence.