> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Conversion Lag, Criteo > Conversion Lag for Criteo stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ad Platform](/nerve-centre/connectors#connectors-by-type) ## At a glance > **Conversion Lag** is a funnel & conversion metric tracked from Criteo data. It surfaces operational signal at the funnel & conversion layer so merchants can spot regressions, opportunities, and structural patterns in their store performance. The card pairs with sibling metrics in the Funnel & Conversion category to build a complete diagnostic picture; cross-reference the related cards listed below for context. | | | | --------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Conversion Lag as exposed by the Criteo integration. The metric is computed from the latest available data and refreshed on the standard data refresh. | | **Sample type** | Backend API data from Criteo, refreshed on the standard data refresh. | | **Why it matters** | The metric appears in the Funnel & Conversion category and complements the sibling cards listed below. Track movement over time to identify regressions or opportunities. | | **Reading the value** | Compare the current period to the prior period to identify direction. Cross-reference siblings for the full diagnostic picture. | | **Currency** | number | | **Time window** | `30D` | | **Alert trigger** | `—` | | **Sentiment key** | `cri_conversion_lag` | | **Roles** | owner, marketing | ## Calculation Calculated automatically from your Criteo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example *A representative reading of **Conversion Lag** for a typical merchant on Criteo.* The card reports the current period value alongside a comparison against the previous period. Direction matters: rising values may be healthy or concerning depending on the underlying metric. Cross-reference the siblings below to triangulate cause when the value moves outside expected range. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq. ## Sibling cards merchants should reference together | Card | Why merchants reach for it | | --------------------------------------------------------------------------------------- | ---------------------------------------------------------- | | [`cri_all_conversions`](/nerve-centre/kpi-cards/criteo/all-conversions) | Funnel & Conversion sibling: All Conversions. | | [`cri_conversion_actions`](/nerve-centre/kpi-cards/criteo/conversion-actions-breakdown) | Funnel & Conversion sibling: Conversion Actions Breakdown. | | [`cri_conversion_funnel`](/nerve-centre/kpi-cards/criteo/conversion-funnel) | Funnel & Conversion sibling: Conversion Funnel. | | [`cri_conversion_rate_trend`](/nerve-centre/kpi-cards/criteo/conversion-rate-trend) | Funnel & Conversion sibling: Conversion Rate Trend. | | [`cri_budget_utilisation`](/nerve-centre/kpi-cards/criteo/budget-utilisation) | Budget Monitoring sibling: Budget Utilisation. | ## Reconciling against the vendor's own dashboard **Where to look in Criteo's own dashboard:** The Criteo dashboard surfaces this metric (or its components) under the relevant report section. Confirm period boundaries and filter settings match the Vortex IQ profile to reconcile cleanly. **Why the Vortex IQ value may legitimately differ:** | Reason | Direction | What to do | | ---------------------------------------------------------------------------------------------------------- | --------- | ------------------------ | | **Period boundary.** Vortex IQ uses 30-day rolling by default; vendor dashboards may use calendar periods. | Variable | Match the period range. | | **Time zone.** Vendor uses account time zone; Vortex IQ aligns to merchant reporting time zone. | Marginal | Confirm time zone match. | | **Filter scope.** Profile-level filters (channel, B2B, test orders) may narrow the Vortex IQ view. | Variable | Match filter settings. | **Cross-connector reconciliation:** complement with sibling cards in the same category for the full diagnostic picture. For divergence investigations, use Vortex Mind. ## Known limitations / merchant FAQs **Q: How often does Conversion Lag update?** The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). For real-time signals, force a manual refresh from the dashboard. **Q: Why does my Criteo dashboard show a different number?** The most common reasons are period-boundary differences (Vortex IQ uses 30-day rolling vs vendor's calendar months), time-zone alignment, and filter scope (profile-level vs vendor's all-account view). Match these settings before assuming a real divergence. **Q: How does Conversion Lag relate to other funnel & conversion metrics?** Track this card alongside the siblings listed above to build a complete picture. Single-metric reads can mislead; the diagnostic value is in the cross-reference. **Q: Can I customise the alert threshold?** Yes, alert thresholds are configurable per profile in the Alert Rules tab. Adjust to match your business baseline rather than relying on the generic default. *** ### Tracked live in Vortex IQ Nerve Centre *Conversion Lag* is one of hundreds of KPI pulses Vortex IQ tracks across Criteo and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.