Conversion Windows & Lag

60% of ChatGPT Ad Conversions Happen After the Click Window Closes

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Only about 40% of conversions attributable to ChatGPT Ads happen in the immediate post-click session. The remaining 60% occur hours, days, or weeks later through channels with no traceable browser link to the original ChatGPT interaction. The oppref click identifier lives in a first-party cookie with a 30-day lifespan, but Safari ITP caps client-set cookies at 7 days — silently expiring the attribution link for the majority of mobile shoppers. Server-side capture of the oppref at landing and delayed conversion upload via the Conversions API are the only ways to close this gap.

You Paused Your Best Google Ads Campaign (Conversion Lag Did It)

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Picture this: you’re running two Google Ads campaigns side by side. Campaign A shows 12 conversions in week one. Campaign B shows 4. You cut Campaign B’s budget and push more into A. Two weeks later, Campaign B’s delayed conversions finish rolling in — it actually drove 18 total. You just pulled the budget from … Read more

Your Meta ROAS Catches Up Three Days Later

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Meta killed the 7-day and 28-day view attribution windows on January 12, 2026 — leaving 7-day click as the max. That compresses Advantage+ click-window lag but doesn’t eliminate it: Day 2 ROAS still climbs 30-70% by Day 7 as conversions attribute back to the click date. Pausing on Day 2 dumps the campaign back into Smart Bidding’s learning phase (43% lower conversion rates in the first 14 days). The fix is a per-store bake rate: log daily ROAS for each click-date, then set Day_N_minimum = Target_ROAS ÷ Bake_rate(Day_N) as a stepped pause threshold.