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The short answer
Conversions arrive after the click, sometimes weeks after. When a real share of an account's conversions comes more than a week after the click, last week's report is not finished. Oppy says how slow the account is, so recent days are read as unfinished rather than as a drop.
Why it matters
Lag is a property of the business. A call converts in ninety seconds, a B2B enquiry in three weeks. Neither is a fault.
The fault is reading last week as finished. A campaign that looks dead on Monday may have its conversions still on the way, and pausing it then removes the traffic that would have produced them. Smart Bidding knows about lag. People reading dashboards often do not.
How Oppy decides
The check needs enough conversions in the period to be reliable.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Measurement |
| What it reads | Campaigns, their settings and their results |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns and set the date range to the last 30 days.
- Open Segment, then Conversions, then Days to conversion.
- Add up the conversions in buckets of 7 days and more, and divide by the total.
- If that share is more than a few percent, the last week's figures will still grow.
What to do about it
Judge recent days with that lag in mind. Compare periods that have both had time to mature, or wait as many days as your lag before deciding.
Keep the conversion window long enough to hold the slow buckets, and make sure whoever reads the weekly report knows the most recent days are incomplete.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.