Question: When setting up a bid strategy in Search Ads 360, your customer's main business goal is to determine how long it takes a user to purchase a pair of socks after selecting an ad. What metric is important for them to follow?
- Conversion delay
- Target return on ad spend (tROAS)
- Target cost-per-acquisition (tCPA)
- Learning period
Explanation
Conversion delay measures the time between a user’s ad click and the completion of a conversion action. In Search Ads 360, this metric helps explain when purchase data becomes complete enough to evaluate bid strategy performance. A purchase may happen hours or days after the click, so early reporting can understate final conversions. Tracking this metric helps set a proper waiting period before judging results.
Why the other options are incorrect
Learning period refers to the time a bid strategy needs to adjust after setup or changes, not the user’s click-to-purchase timing.
Target return on ad spend (tROAS) is a bidding target based on conversion value, not a timing metric.
Target cost-per-acquisition (tCPA) is a bidding target based on average acquisition cost, not conversion timing.
Source for verification
https://support.google.com/sa360/answer/14366100?hl=en
https://support.google.com/sa360/answer/9916913?hl=en
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