Why do the weekly numbers in Marketing Performance change from week to week?

Marketing Performance

The metrics in the "Key Vitals" table from the "Marketing Performance" report, change when viewed from week to week.

  • The conversion numbers change based on attribution window. So the last 7 days will fluctuate a lot until the attribution window is passed. This will also be the case from platform side reporting

For internal reporting purposes, do you generally recommend waiting at least 1 additional week before showing the desired week’s data?

  • Yes, once we are on day 8 the numbers solidified for good.
  • It is more reliable to use the last click UTM as it never changes and not subject to ad platform foolery.