Sponsored Max: Conversion Reporting Update

Solution:

Published Date: Jan 14, 2026

To help sellers better evaluate campaign performance and strengthen ROAS/ROI protection, we have upgraded Sponsored Max Conversion reporting. This update provides faster performance visibility, greater reporting flexibility, and clearer alignment between campaign results and store performance.

This feature will be gradually rolled out starting from 31 December 2025.

Key Highlights

Enhanced Performance Visibility
Sellers can now access conversion insights closer to the time purchases occur, without waiting for extended click-attribution windows. This enables faster performance assessment and more timely campaign optimization.

Flexible Data Analysis
You can seamlessly switch between click-date and purchase-date conversion views. This flexibility supports multi-dimensional analysis and allows sellers to evaluate campaigns from different performance perspectives.

Improved ROAS/ROI Protection Alignment
More accurate conversion timing establishes a stronger foundation for ROI and ROAS measurement, supporting more reliable and effective automated efficiency protection mechanisms. To read more about ROAS/ROI protection: Click Here

What’s Updated
To improve clarity and flexibility in campaign performance evaluation, we have introduced a new conversion reporting option based on purchase date, alongside the existing click date view.

1. New Conversion Reporting Filter

Sellers can now choose how conversions are reported by using a new filter in the reporting interface. This filter allows you to switch between:

Conversion by Click Date: Conversions are attributed to the date when the campaign click occurred

Conversion by Purchase Date: Conversions are attributed to the date when the transaction was completed

2. Where the Filter Is Available
Across the following placements, conversion reporting has been upgraded to provide clearer attribution and more consistent performance insights. Specifically, the following enhancements apply:

– An Attribution tab has been added, enabling sellers to view conversion performance by purchase date or click date, with Conversion by Purchase Date displayed by default and the option to switch views as needed.
– Real-time performance data has been upgraded from minute/hour incremental slices to a full-day cumulative summary, providing more stable and easier-to-read insights throughout the day.
– A new metric, Guided GMV by purchase-date attribution, has been introduced alongside Guided GMV by click-date attribution, with purchase-date Guided GMV shown by default.

These updates are available on the following pages:

BP Home Page

Sponsored Max Overview

Sponsored Max – Store

Sponsored Max – Store Detailed List

Sponsored Max – Product

Data Reports: Sponsored Max

3. Conversion Reporting: Conversion by Click Date vs. Conversion by Purchase Date

Conversion by Click Date: Conversions are attributed to the date when the campaign click occurred. Even if the purchase happens days later, conversion metrics (Order,GMV, ROAS/ROI) appear on the click date. This may cause delays in reflecting true campaign performance and create discrepancies with store-level sales data.

Conversion by Purchase Date: Conversions are attributed to the date when the transaction is completed. Conversion metrics appear closer to when the actual business outcome occurs.This improves alignment with store GMV, accelerates performance visibility, and supports more accurate ROAS/ROI evaluation.

Note: Sponsored Max metrics remain based on a 30-day last-click attribution window. This update only impacts conversion reporting, affecting GMV, Orders, and related metrics, such as ROI and CPO, that rely on these for calculation.

Example Scenario
– A user clicks on Campaign A on September 1st.
– The user completes the purchase on September 3rd, with an order GMV of $100.

Reporting under Different Attribution Methods:

1. Conversion by Click Date: Conversion and order GMV are reported on the click date which is on September 1st, regardless of when the purchase occurs. In this case, even though the purchase happens on September 3rd, the $100 GMV and conversion are both attributed to September 1st.
2. Conversion by Purchase Date: Conversion and order GMV are reported on the transaction date which is on September 3rd, reflecting when the purchase was actually completed. In this case, the $100 GMV and conversion are both attributed to September 3rd.