Time to Purchase measures how long a visitor takes to become a buyer after their first visit. Shorter times point to strong intent and a marketplace where buyers quickly find what they need. Use it to time onboarding nudges and retargeting, and to spot categories where thin supply or unclear pricing stalls buyers on their way to checkout.
Time to Purchase
The average time from a visitor's first visit to their first purchase.
What it is
Formula
Time to Purchase = Total Time from First Visit to Purchase ÷ Number of Purchases