Days to Conversions Chart

The Days to Conversion Distribution chart shows how long converting visitors took to move from their first attributed marketing touchpoint to a confirmed conversion-path completion.

It helps you distinguish quick decisions from longer consideration journeys and see whether conversion timing differs between desktop, mobile and tablet visitors.

Before you begin

This chart requires:

Cookie tracking for the selected website.
At least one configured conversion path.
Confirmed conversion-path completions.
Completed attribution processing.

The chart is not available in cookieless mode because calculating time from first touch requires a persistent visitor identity and a complete attribution model.

Enabling Cookie tracking does not retrospectively identify earlier cookieless visits.

Choose the reporting scope

Days to Conversion Distribution follows the filters at the top of the Conversion dashboard.

Date range

Choose a preset period or enter a custom date range.

The selected dates determine which path completions are included. The first attributed touch may have occurred before the beginning of the selected reporting period if it remains inside the conversion’s attribution window.

Preset and custom date ranges include the whole start and end dates in the Wheremore account’s WordPress timezone.

Website

Select the website you want to analyse.

The website must:

Belong to the current workspace.
Have Cookie tracking enabled.
Contain qualifying conversion-path activity.

The chart is hidden until a website is selected.

Conversion path

Select an individual conversion path to analyse its conversion timing, or include all available paths for the website.

Selecting one path produces the clearest comparison when different paths represent different customer goals.

Only confirmed path completions are included. Individual conversion-zone clicks that did not complete a path are excluded.

Campaign

Select a UTM campaign to limit the chart to qualifying converting sessions associated with that campaign.

The No campaign option includes sessions for which no attributed touchpoint contains a campaign value. It does not necessarily mean the visitor arrived directly.

Audience

The audience filter separates:

Prospects — sessions not marked as authenticated.
Identified visitors — sessions marked as authenticated.
All traffic — both groups.

Audience classification and Cookie identity are separate concepts. A prospect can still have the persistent identifier required for attribution.

Device

Choose all devices or restrict the chart to desktop, mobile or tablet completions.

When all devices are selected, the chart divides each timing band into device series. When a specific device is selected, only qualifying sessions completed on that device are included.

How the chart is calculated

For each qualifying converting session, Wheremore:

Finds the first qualifying conversion-path completion in the selected scope.
Uses the attribution model attached to that completion.
Finds the modelled first-touch timestamp.
Calculates the elapsed number of complete days between first touch and completion.
Places the session in one timing band.
Assigns the session to the device used for that completion.

Each qualifying session is counted once.

If a session contains several qualifying completions, its timing is based on the first one after the active filters have been applied.

If the model’s first-touch timestamp is missing or invalid, the completion time is used as a safe fallback. That session appears in the 0–1 days band rather than producing a negative or unusable duration.

Read the timing bands

The chart groups converting sessions into:

0–1 days — converted on the same day or within one complete day of first touch.
2–7 days — converted after two to seven days.
8–14 days — converted after eight to fourteen days.
15–30 days — converted after fifteen to thirty days.
31–60 days — converted after thirty-one to sixty days.
61+ days — converted after more than sixty days.

Elapsed time uses complete 24-hour periods. A conversion after 47 hours is therefore grouped as one complete elapsed day and appears in 0–1 days.

Read the percentages

The vertical axis shows each segment as a percentage of all fully attributed converting sessions in the current filtered report.

The complete stack for a timing band shows the percentage of all qualifying sessions that converted within that period. It is not a percentage within the individual device.

For example, if the 2–7 days stack is 30%, then 30% of all qualifying converting sessions took between two and seven days, regardless of how that stack is divided between devices.

Hover over a column to see:

The timing band.
Total qualifying sessions in the band.
The band’s percentage of all qualifying sessions.
Session count and overall percentage for each device.

Interpret the chart

This may indicate:

Strong existing demand.
Clear calls to action.
A short or low-friction path.
Campaigns reaching visitors who are already ready to act.
Returning visitors whose earlier attributable activity is captured in the model.

It does not automatically prove that the entire buying decision happened in one visit.

A concentration in 2–14 days

This can suggest that visitors need time to compare options, revisit the website or receive additional marketing touches before converting.

Review Marketing Journey Mix to see which channel sequences contribute during that period.

Longer conversion periods may be normal for considered purchases, high-value services, procurement decisions or complex conversion paths.

They can also indicate:

Weak follow-up.
Unclear value propositions.
Friction between path steps.
Visitors leaving to research alternatives.

Use Conversion Path Flow and Funnel Design Validation to find where visitors leave or return.

This indicates that a portion of conversions has a long attributed consideration period.

Check whether this matches the expected customer cycle. Also review the configured attribution window and confirm that persistent identity has been stable throughout the period.

Differences between devices

Device differences can reveal:

Longer research on one device before conversion on another.
Mobile usability or form friction.
Different campaign audiences by device.
Different levels of purchase intent.

The chart assigns the session to the device used for the qualifying completion. It does not show every device used earlier in the journey.

Export the chart

Use the chart menu to:

View the chart full screen.
Download it as PNG.
Download it as JPEG.
Download it as PDF.
Download it as SVG.

The downloaded chart reflects the filters active when it was generated.

Important limitations

Fully attributed sessions only

The chart includes only conversions with a complete attribution model and full identity status.

Its totals may be lower than reports that include cookieless conversions, isolated conversion events or partially attributed sessions.

First qualifying completion

One session contributes to one timing band. When a session contains several qualifying path completions, the first completion in the filtered scope is used.

Completion device

The device series is based on the first qualifying completion. It does not represent every device involved earlier in a cross-device journey.

Whole-day bands

The measure uses complete elapsed days rather than calendar-date changes.

Background processing

New conversions may not appear immediately. The conversion and attribution background processes must finish before a session can be included.

What to do next

Use the chart with other Conversion dashboard reports:

Marketing Journey Mix — see the channel sequences used before conversion.
Sessions to Conversion Distribution — see how many sessions were required, rather than how many days elapsed.
Conversion Path Flow — identify the steps where visitors progressed or dropped out.
Channel Performance — compare first-click and last-click channel outcomes.
Funnel Design Validation — investigate whether real visitor behaviour follows the intended path.

Troubleshooting

The chart is not displayed

Check that:

A website is selected.
Cookie tracking is enabled for that website.
The website is available in the current workspace.

The chart is deliberately hidden for cookieless websites.

The chart shows no data

Confirm that:

The selected period contains completed conversion paths.
The selected path has working conversion zones.
Attribution processing has completed.
The campaign, audience and device filters are not excluding the conversions.

Try a wider date range with all paths, all campaigns, all traffic and all devices.

The chart total is lower than another conversion report

This chart requires full attribution identity and counts converting sessions rather than every conversion event. Other reports may include:

Cookieless conversions.
Partially attributed activity.
Multiple completions from one session.
Individual conversion-zone events.

The totals are therefore not expected to match every conversion report.

A session appears in an unexpected timing band

The duration starts at the first touch recorded in the attribution model attached to the session’s first qualifying completion. Check:

The attribution window.
Whether Cookie tracking was active throughout the journey.
Whether the selected campaign, path or device changed which completion qualified first.
Whether the visitor’s earlier touchpoints were recorded.

The device split looks unexpected

The device is taken from the first qualifying path completion, not necessarily the visitor’s first touch or every device used during the journey.

Recent conversions are missing

Allow the conversion and attribution background processes to complete, then reload the dashboard.