In the past, once the month was over, your AdWords conversions were compiled and the reporting process was considered over as well. However, this didn’t give you a full and accurate picture of what was going on; even after the end of the month, some conversions can still occur, even if they are related to the previous month’s ads. These latent conversions are important to track – an effective ad campaign is a marathon, not a sprint – it’s crucial to know all the results of an ad campaign, no matter when they happen!
As such, we’ve changed our manner of recouping your AdWords data. Now, every day, our system will automatically go data-fishing for any latent conversions that could be lying around without having been counted.
Feel better now?