Attribution > Paths. conversion-lag There is also a technical reason why reporting too soon can be detrimental. Data in systems like AdWords is updated piecemeal - for example, cost data and click data appear in AdWords in near real time, but conversion and sales data can take days to appear if you import them from another system, such as Google Analytics (GEORGIA). GA's conversion data is typically
imported into AdWords in nine hours, but due to the size of my client's account there was usually a 72 hour delay. So if I were to report last month's results on fax number list the first of the current month, I would be missing three days of conversion data, underestimating conversions by about 10% (three days of missing data out of 30 days of the month) . In the end, if you report KPIs that include conversions too soon, you can only make yourself look worse, never better. So trade speed for completeness and wait a few days.
The longer you wait, the more conversions will be counted, the more invalid clicks will have been filtered out, and the better your CPA and ROAS will be. We see too many advertisers generating their monthly reports on the first of the month in our own tool, Optmyzer. We recommend not reporting data for the previous month until at least the fourth of the month to ensure that conversion data is included for all days. 2. Your visuals tell the wrong story If you're