> ## Documentation Index > Fetch the complete documentation index at: https://docs.getprova.com/llms.txt > Use this file to discover all available pages before exploring further. # Conversion Time > Learn how to use Conversion Time to understand how quickly each channel tends to convert and how that should shape pacing, planning, and expectations. ## Overview Conversion Time shows how long different channels typically take to convert. This matters because not all channels work on the same clock. Some channels tend to convert quickly. Others create response that shows up later. If you judge both the same way, you can easily: * cut channels too early * expect results before a channel has had time to work * misread temporary softness as underperformance ## What you can do In Conversion Time, you can: * Review average days to conversion by channel * Switch between available KPI models * See which channels convert faster and which convert slower * Compare conversion timing against channel impressions * Use channel timing to set more realistic pacing expectations For most clients, the report uses the latest published days-to-conversion output for the selected KPI. ## What the chart is telling you Each row shows a channel and its expected time to conversion. In practice: * shorter bars usually indicate faster response * longer bars usually indicate a slower conversion window * the overall summary shows the average conversion timing across the visible channel mix This is a timing report, not a quality score. A slower-converting channel is not necessarily worse. It may simply sit earlier in the journey or require more consideration before people act. ## How to interpret it well Use this report to answer: * Which channels should show results quickly? * Which channels need longer lead time before I judge them? * Are we pacing investment in a way that matches how the channel actually converts? * Are we expecting a short-term response from a channel that usually works later? ### A practical reading rule Do not confuse: * fast conversion with: * high incremental value A fast channel may be very efficient at capturing demand that already exists. A slower channel may be helping create demand that appears later through search, direct traffic, retailer activity, or other lower-funnel paths. That is why Days to Conversion should be read alongside: * [Incrementality Report](/using-provalytics/incrementality-report) * [Campaign Performance](/using-provalytics/campaign-performance) * [Halo Effects](/core-concepts/halo-effects) ## What this report is best for Conversion Time is especially useful for: * pacing conversations * launch timing * expectation setting with clients or leadership * deciding when to start upper-funnel programs before a key period * understanding why one channel looks delayed relative to another It is particularly helpful when teams are asking: > Why hasn’t this channel shown up yet? Often, the answer is not that the channel failed. It is that the channel has a longer response window than the team expected. ## Important interpretation note This report helps you understand timing, not whether a channel deserves more budget by itself. Use it to improve: * sequencing * pacing * readout timing * planning assumptions Then combine it with incrementality and efficiency before making final budget calls. ## What the report looks like in practice The page is built around a simple timing readout: * KPI selector * an average-days summary card * a short explanation of what the timing means * a ranked chart showing channels from slower to faster conversion * interpretation and use-case panels at the bottom Conversion Time overview