Click-to-conversion time, also known as C2C, refers to the amount of time between a user’s first click on an online advertisement and the moment a conversion takes place.
In an ideal scenario, a visitor would convert immediately after clicking an ad. In reality, users often need more time to research, compare alternatives, or reconsider their decision before completing a purchase or action. As a result, conversions frequently occur hours, days, or even weeks after the initial click.
Why it matters
- Helps advertisers understand the length of the customer decision process
- Supports choosing the right conversion window in advertising platforms
- Improves campaign evaluation and attribution analysis
- Indicates how complex or high-value a purchase decision is
Generally, the bigger or more expensive the decision, the longer the average click-to-conversion time tends to be.