All retailers I currently work for are on the up! Which is great news for everyone, well maybe not everyone, the competition would not be delighted. Business has to come from somewhere though.
I think the biggest surprise of late has been the differing time lags in various markets. For example in furniture the time lag seems to go run at around 45 days whereas in a lower ticket items like Shaving the time lag is mostly close to one day.
When you look at the data then on the face it the time lag for furniture is quite short however be mindful that the cookie only lasts for 30 days on Google Analytics. Subsequently the mass of conversions on 0 days is likely to be those that have been on the days more than 30 days ago.
It certainly worth bearing this in mind when looking at this data, especially for higher ticket items. We reached this conclusion after seeing no tail off in the number of conversions as we got to the 30 day period.
The high conversions at 0 day was counter intuitive