Google Ads “Conversions (conv. by time) ”

When reviewing Google Ads performance, it’s common to notice that your conversion totals don’t always match your store or wetracked.io. This often leads to confusion and the assumption that tracking is incorrect.

In most cases, this difference is caused by how Google Ads assigns conversion dates—specifically, the difference between standard attribution and Conversions (conv. by time) reporting.

This guide explains what “Conversions (conv. by time) ” means, why the numbers differ, and when to use each view.

What Is “Conversion by Time” in Google Ads?

Google Ads offers two ways to display conversions, depending on how you want them dated in reports.

1. Standard Attribution (Default View)

By default, Google Ads shows conversions on the date the ad was clicked, not the date the purchase occurred.

This view is designed for campaign performance analysis and bidding optimization.

Example:

• Ad click - Dec 10
• Purchase - Dec 13
• the sale will get attributed on date of Ad click (Dec 10)

2. Conversion by Time

“Conversions (conv. by time)” displays conversions on the actual date and time the purchase happened. "The conversion itself does not change—only the reporting date does"

Example:

• Ad click - Dec 10
• Purchase - Dec 13
• The sale will get attributed on Purchase date (Dec 13)

1. Why don’t my Google Ads conversions match my store?

This is expected behavior.

By default, Google Ads reports conversions based on the date the ad was clicked, while your store records conversions based on the actual purchase date.

Example:

• Ad click: November 12
• Purchase: November 14

Your store shows: 38 purchases on November 14

Google Ads (standard attribution) may show: 20 purchases on November 14

The remaining 18 conversions can/are attributed to the click date (Nov 12). The conversions are accurate; only the reporting date differs.

2. What is “Conversion by Time” in Google Ads?

“Conversions (conv. by time)” is a reporting view in Google Ads that shows conversions on the date the purchase actually occurred, rather than the ad click date.

Example:

• Ad click: Dec 10
• Purchase: Dec 13
• Standard attribution → sale attributed to Dec 10
• Conversion by Time (column) → sale attributed to Dec 13

The conversion itself doesn’t change, only how it is displayed in reports.

3. Does this mean my tracking is incorrect?

No. Your tracking is accurate. Google Ads is simply assigning conversions to different reporting dates based on its attribution settings.

4. How does wetracked.io handle conversions?

wetracked.io sends exact purchase data to Google Ads, including:

• Purchase event
• Purchase value
• Exact timestamp

Google Ads then decides which date the conversion appears on in reports, depending on your attribution view.

When to Use Each Reporting View

Use Standard Attribution If You Want To:

• Evaluate performance based on when ads generated clicks
• Analyze campaigns within a specific date range
• View data the same way Google uses it for bidding and optimization

Use Conversions (conv. by time) If You Want To:

• Compare Google Ads data with your store or wetracked.io
• Understand revenue by the day it actually occurred
• See accurate daily conversion totals
• Analyze sale days, drops, and prom

5. How do I add the “Conversions (conv. by time)” column in Google Ads?

1. Open Google Ads
2. Go to Campaigns or Ad Groups
3. Click Columns → Modify columns
4. Search for “by conv. time”
5. Enable Conversions (by conv. time)
6. Click Apply

This will display conversions by the actual purchase date, making your daily totals match your store or wetracked.io.

6. Key Takeaways

• Standard attribution shows conversions on the click date, which can differ from store data
• Conversion by Time shows conversions on the actual purchase date
• Switching views does not affect campaigns or attribution
• wetracked.io sends accurate timestamps; Google Ads controls how conversions are displayed

Updated on: 09/06/2026