Click-to-conversion time
Also known as: c2c
Click-to-conversion time is the time between when a visitor first clicks on an online ad and when conversion occurs.
In an ideal world, after clicking on a banner, a visitor proceeds to make a purchase during the same visit. In reality, there is often a bit more time in between. The visitor studies the information on the advertiser's website, looks at alternatives and perhaps sleeps on it one or more nights. The bigger the decision, the longer the average click-to-conversion time.
