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.