I had an account that showed an ROAS of 6 based on Conv. time; when I used the normal conversion value, it was an ROAS of 2.
Teodor Yordanov made this great picture and example of how it works:
If the purchase took place TODAY, but the ad click occurred two days ago, the following will happen:
The “Conversions” column will attribute the conversion to the date of the last ad interaction.
The “Conversions (by conv. time)” column will record the conversion today, as the purchase happened on this date, not when the ad click was made.
