# Time lag to conversion: what it is and how it works
> Time lag to conversion is the observed time between an interaction defined as the starting point and a conversion.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/latency-period.html

# Time lag to conversion

Time lag to conversion is the observed time between an interaction defined as the starting point and a conversion. It helps interpret when the results of a campaign or relationship materialise

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The figure depends on the initial event, what counts as a [conversion](https://www.zorraquino.com/en/dictionary/advertising/conversion.html), the window and the information available. The journey across devices or channels should not be assumed to be complete. Comparisons require a consistent definition and a distinction between changes in behaviour and changes in measurement.

Also known as

Time lag, Days to conversion, Conversion lag

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Search funnels](https://www.zorraquino.com/en/dictionary/advertising/search-funnels.html)
- [Attribution model](https://www.zorraquino.com/en/dictionary/digital-marketing/attribution-model.html)
- [Conversion](https://www.zorraquino.com/en/dictionary/advertising/conversion.html)