Velocity Report

What is Conversion Velocity?

 

Conversion Velocity shows how long it takes users to complete a goal after their first click and how those users move through later steps in your funnel.

Instead of only showing if a conversion happened, Velocity shows when it happened.

 

This includes:

• Time from First Click → Goal (ex: First Click → Checkout)
• Time from one goal to the next (ex: Checkout → Thank You → Purchase)

 

Users are grouped into time-based buckets such as:

• Day 0
• Day 1
• Days 2–7
• Days 8–14
• Days 15–30
• Days 31–60
• Days 61–90
• Days 90+
• Non-converters

This gives you a clear picture of your real sales cycle, not just what happens in the first few days.

 

Why Conversion Velocity Is Important

 

Most ad platforms focus on short attribution windows (1–7 days).For many businesses, that’s not how customers actually buy.

 

Conversion Velocity helps you:

• Understand your true buying timeline
• See how much revenue happens after standard attribution windows
• Identify slow-converting but high-value cohorts
• Avoid turning off campaigns that look weak early but perform later
• Compare how different campaigns, ad sets, or ads produce different buyer behavior

 

In short: Velocity prevents bad optimization decisions caused by incomplete data.

 

Where You’ll See Conversion Velocity in Visiopt

1. Velocity Chart (Top of the Report)

 

The Velocity Chart gives a high-level view of when conversions happen for a selected goal, showing how your results distribute across different time cohorts (Day 0, Day 1, Days 2–7, etc.).

 

To view it:

• From the Select Graph dropdown at the top of the report, choose Velocity Report

  

• Select your From goal and To goal (for example: First Click → Calendly, or Checkout → Thank You)

• The chart will display how your chosen conversion goal distributes across different time buckets

 

You can use the Velocity Chart to:

• See how conversions spread over time
• Compare different goals (e.g. Opt-in vs Checkout)
• Switch between First Click → Goal and Goal → Goal views

 

This is the macro view of how your funnel behaves over time and where conversions really occur beyond short attribution windows.

 

2. Velocity Drawer (⏱ Icon in Reports)AA

 

Next to each conversion metric in your traffic tables, you’ll see a ⏱ icon.

A Clicking it opens the Velocity Drawer

which shows:

• Conversion timing for that specific campaign, ad set, or ad
• A breakdown of conversions by time bucket
• Revenue and AOV by bucket
• How each cohort performs in downstream goals

 

This is the micro view, letting you analyze velocity at the exact level you’re optimizing.

 

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3. How to Read the Velocity Data

Conversion Velocity Bar Graph

Shows how many conversions occurred in each time bucket.

 

Use this to quickly spot:

• Fast-converting cohorts
• Long-tail conversion patterns
• Where most of your revenue actually comes from

 

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4. Velocity Breakdown Table

Shows exact numbers for each bucket:

• Conversions
• % of total conversions
• Revenue
• Average order value (AOV)
• Cumulative impact

 

Non-converters are shown separately and are not included in conversion calculations.

 

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5. Downstream Goal Analysis

Downstream goals show cohort quality, not just timing.

 

For each velocity bucket, you’ll see:

• What % of users went on to complete later goals
• Downstream revenue generated by those users

 

When multiple downstream goals are selected:

• Each user is counted once, even if they complete multiple goals
• Completion rates never exceed 100%

 

This answers questions like:

• “Do fast converters actually buy?”
• “Are slower buyers more valuable?”
• “Which campaigns produce higher-quality leads?”

 

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6. Summary Metrics

Summary metrics highlight the key insights at a glance, including:

• Median time to conversion
• Average time to conversion
• % of conversions after Day 7
• % of conversions after Day 30

 

These help you quickly understand whether your funnel is impulse-driven or research-driven.

 

7. How to Use Conversion Velocity for Optimization

 

Use Conversion Velocity to:

• Avoid killing campaigns too early If most conversions happen after Day 7 or Day 30, early performance alone is misleading.
• Compare cohort quality, not just volume Two campaigns can generate the same number of conversions but very different downstream performance.
• Set realistic expectations Velocity helps align ad spend, sales follow-up, and cash-flow expectations with real buyer behavior.
• Optimize with confidence Make decisions based on full-funnel behavior, not partial attribution windows.

 

8. Exporting Velocity Data

You can export the Velocity Drawer data as a CSV, including:

• Velocity Breakdown
• Downstream Goal Analysis
• Summary Metrics

 

This is useful for:

• Client reporting
• Internal analysis
• Sharing insights with sales or leadership teams