Instructional Queries
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      Time to Conversion

      Learn more about the Time to Conversion instructional query and how to leverage it through Intentwise Explore (AMC).

      Time to Conversion 

      The Time to Conversion dashboard helps you analyze how long it takes customers to complete a purchase after their first interaction. This view is essential for understanding customer journey velocity and optimizing campaigns for faster conversions.   

      Dashboard Overview

      Key Metrics

      • Purchased Users: Total number of unique customers who made a purchase.

      • % Conversions Within 1 Hr: Share of purchases completed within 1 hour of first interaction.

      • % Conversions Within 1 Day: Share of purchases completed within 24 hours.

      • % Conversions Within 7 Days: Share of purchases completed within 7 days.

      • % Conversions 7+ Days: Purchases that took more than a week after the first interaction.

      Time to Conversion Analysis

      A breakdown of sales, purchases, and users by different time brackets (e.g., <1 min, 1–10 min, 10–30 min, etc.).

      Use this to identify how quickly customers are converting and which time windows capture the bulk of your sales.

      Time to Conversion by Campaign

      Campaign-level granularity that shows when purchases occurred across time brackets.
      This helps you compare campaign efficiency — for instance, whether Sponsored Products convert faster than Sponsored Brands or DSP.

      How it works

      1. Navigate to Intentwise Explore

      2. Go to Queries > Query Library

      3. Search for and add "Time to Conversion" to your saved queries

      4. Fill in the required parameters and run the query (see this article for detailed settings)

      5. Once executed, access the results under the Insights section for detailed metrics and visualizations.

      For more information, refer to our data model.

      Use Cases

      • Retargeting Strategy: If most conversions occur within 24 hours, set shorter retargeting windows to maximize efficiency.

      • Awareness vs. Performance Campaigns: Understand if awareness campaigns (e.g., DSP) take longer to convert compared to direct-response campaigns (e.g., Sponsored Products).

      • Budget Allocation: Identify campaigns that deliver fast conversions and prioritize spend on them for quicker revenue impact.

      • Customer Journey Benchmarking: Compare conversion velocity across product lines, sub-brands, or audience cohorts.

      Recommendations

      • Prioritize high-velocity campaigns: Invest more in campaigns that drive conversions within 1 hour or 1 day.

      • Optimize creatives for speed: If Sponsored Products convert quickly, ensure your top-performing ASINs are consistently featured.

      • Plan for long-tail conversions: Campaigns with 7+ day conversions may still be valuable for higher-ticket items — track ROAS before cutting spend.

      • Align retargeting with journey windows: Match DSP or Sponsored Display lookback windows to the observed conversion timeframes.

      Frequently Asked Questions (FAQs)

      What are instructional queries?

      Amazon Marketing Cloud's (AMC) instructional queries provide pre-written SQL code that AMC users can use as is or modify for common measurement and analytics tasks.