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How long until imported offline conversions show up?

Rokas Golcas · Updated

Google says imported conversions usually appear within about 3 hours, and processing typically finishes within 12 hours, or up to 72 hours for GBRAID and WBRAID conversions. They are reported on the date of the original ad click, not the upload date, so check new uploads in the All conv. (by conv. time) column.

Two things make imported conversions look late: the processing time after you upload, and the date Google Ads files them under. The second one causes most of the confusion.

Why don't today's uploads show up in today's numbers?

Google Ads reports uploaded conversions on the date of the original ad interaction, not the date you uploaded them or the date the sale happened. A lead that clicked two weeks ago and closed yesterday adds a conversion to the day of the click, two weeks back.

Google's own example: if you want Monday's statistics, your clicks take 3 days to convert, and you upload nightly, you have to wait until Friday morning for Monday to be complete.

To check that an import worked, add the All conv. (by conv. time) column. Google says it is the one conversion column that reports conversions by the date of the conversion, so fresh uploads appear there on the day they happened.

What makes it take longer?

  • A brand new conversion action. Google says to wait 4-6 hours after creating a conversion action before uploading to it. Conversions uploaded during those first hours might take 2 days to appear.
  • Attribution models other than last click. For last click, Google says statistics appear within 3 hours. For other models, it can take longer.
  • iOS click identifiers. Processing typically takes less than 12 hours, but up to 72 hours for conversions keyed by GBRAID or WBRAID.
  • Very recent clicks. If the click happened less than 6 hours before your upload, Google returns an error and asks you to retry after 6 hours have passed.

Is there a deadline for uploading?

Yes. Google won't import a conversion uploaded more than 90 days after the associated last click. For enhanced conversions for leads, which can work without a GCLID, the limit is 63 days. Google's troubleshooting guide also lists conversions older than the conversion action's conversion window among the reasons an upload fails.

How does the delay affect Smart Bidding?

Bidding can only learn from conversions it has received. Google recommends uploading at least daily, or on a consistent schedule if daily isn't possible, such as every 2 days or every week. It also recommends running consistent daily uploads for at least one and up to 2 conversion cycles before you include a new imported action in the Conversions column.

My advice: never judge the last few days of a campaign that bids on imported conversions. Look back at least one full click-to-sale cycle, or you will cut campaigns whose conversions simply haven't been uploaded yet. I explain the same trap in more detail in conversion cycles, learning periods and conversion delays. And if an imported action shows "No recent conversions", check your upload schedule first.

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