Hi there!
Just wondering what the best practice is to track conversion that have been made after a week of seeing an ad. Our client has quite expensive products so sometimes it may take longer than the 7 days tracking that the pixel is offering. So thinking of a segment like this:
'First visit is from source/medium = Google/ Paid' AND 'has made a purchase' (in the last 30 days)
Is there a way to do this?
Thanks so much!
Hello
Welcome to the Klaviyo Community!
Have you tried performing these analysis in Google Analytics? Since you’re trying to track conversion based on an ad rather than an email, I would suggest using other third-party analytic tools to assist with this - such as Google Analytics.
Creating a segment in Klaviyo would be a great way to identify contacts who originated from that specific source/medium and made a purchase in the last 30-days. But it doesn’t speak to if that ad/source was the attributing source of the conversion or if there were additional factors. Depending on your goal this may be what you’re looking for.
Another thing to note, although by default we offer a 5-day attribution period for email (24-hours for SMS), this can be adjusted to however length of time you want. Additionally, though it’s typically a Placed Order event that’s used as a conversion metric, you can also adjust this to whatever event/metric you want.
I would recommend taking a look at some of our resources to further understand conversion and attribution within Klaviyo from the following Help Center articles:
I hope this helps!
David
That's a great question, and it's a common challenge with high-value, high-consideration products where the buyer journey is longer than the default conversion window.
You are correct that the standard pixel approach with a seven-day window will underserve your client's needs.
While your proposed segment is a good conceptual start, achieving that in a robust, scalable, and fully accurate way requires a more sophisticated setup, moving beyond simple client-side tracking.
The short answer is yes, there is a way to do this, but it involves server-side tracking and leveraging APIs to connect data sources.
The best practice for tracking conversions that occur long after the initial ad click is to move to a server-side tracking model, specifically using a combination of the Google Ads API, the Klaviyo API (assuming you use Klaviyo for CRM/email data, which is common with longer sales cycles), the Google Analytics Data API, Google Tag Manager (GTM), and a service like Stape or Google Cloud Platform (GCP).
Here is why this combination is a superior solution:
First, by sending conversion data from your server (or a tool like Stape) directly to Google Ads using the Google Ads API, you bypass the limitations of browser-based tracking like Intelligent Tracking Prevention (ITP) and Ad Blockers, which often delete or block the necessary cookies before the 7-day window is up, let alone the 30 days you need.
More importantly, this server-side approach allows you to set the conversion window on the Google Ads side to 30 days or even longer, addressing your primary issue.
Second, the combination of APIs allows you to build a much more accurate and complete picture of the customer journey, linking the initial ad click to the final purchase.
When a purchase is made (even 30 days later), your server (or the eCommerce platform) sends the data.
You can then use the Klaviyo API to retrieve user data (like email) and tie that back to the initial click data stored in Google Analytics, which is accessible via the Google Analytics Data API.
You can achieve this linking because when the user first lands from the Google Paid ad, GTM captures the necessary click IDs (like GCLID) and passes them to the server and your CRM (Klaviyo).
The purchase event, sent from your server to Google Ads via the Google Ads API, will include this GCLID, attributing the conversion to the original ad click, even 30 days later.
This is often called Conversion Uploads or Enhanced Conversions.
Third, this setup allows for the accurate use of custom conversion values and better optimization.
With server-side tracking, you ensure that standard events like Purchase, Add to Cart, or Begin Checkout are accurately and reliably reported back to Google Ads, giving the bidding algorithms better data to optimize your campaigns for long-term customer value, not just immediate seven-day conversions.
In summary, relying on the pixel and client-side tracking is fundamentally unreliable for a 30-day window due to browser restrictions and cookie deletion.
A server-side solution, orchestrated by GTM and hosted on Stape or GCP, and powered by the Google Ads, Klaviyo, and Google Analytics Data APIs, provides the robust, privacy-compliant, and fully customizable attribution window your client needs for their expensive products.
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