These latent conversions are related to your conversion window, which is the period of time between when a customer clicks on your ad/post and when (s)he is actually converting.
Here is a small example to clear things up:
Let’s say your conversion window is 40 days, meaning that it takes, on average, 40 days for a customer to make a purchase after clicking on your ad. However, you are used to report on a monthly basis in Optix, meaning that your storyboards are set on a 30-day period. After the period of your storyboard is finished, it is still possible that you receive new conversions coming from impressions that occurred during this period. Therefore, those conversions should be included in it, instead of being included in the next 30-day period.
In order to take this particularity into account, when consulting your last completed period in your storyboard, we recommend you to manually refresh the affected widgets to update the data.
However, in the case of the Google Ads’ integration, Optix automatically refreshes your data of the last completed period when opening your storyboards.
