Study Reveals 85% of Conversions Occur Days After Ad Impression
Up to 85 percent of conversions occur after the day the most recent advertising impression was served, according to research from Advertising.com. Using the Optigence platform, researchers analyzed anonymous user behavior based on data collected from over 370 million impressions served for three separate advertisers. The study examined the number and timing of conversions, occurring over intervals of five, 10 and 14 days after the impression. For the five-day monitoring period, approximately one-third of all conversions happened on the same day that the impression was served, but only nine to 11 percent occurred within three hours of the impression being served. The longer periods of monitoring revealed that up to 85 percent of conversions occurred days after a user was served an impression.
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