Why does traffic and conversion data lag behind sales data?

Traffic and conversion data often appear later than sales data because they are processed and released differently by marketplaces such as Amazon.

While sales data is typically available quickly after an order is placed, traffic and conversion metrics require additional processing and validation before they are made available through marketplace APIs.

Why This Happens

Delayed Marketplace Reporting

Amazon typically releases traffic and conversion data with a delay (often around 24 hours or more).

Additional Processing Requirements

Metrics such as sessions and conversion rates require aggregation and validation before they are finalised.

API Availability Timing

MerchantSpring can only retrieve traffic data once it is made available via Amazon’s APIs.

High-Volume Periods

During peak periods (e.g. Prime Day, Black Friday), delays may increase due to higher processing loads.

What to Expect

• Sales data appears first
• Traffic and conversion data follow later
• Recent days may show incomplete traffic metrics

Notes

• This delay is expected and consistent across all users
• Comparing traffic and sales on the same day may produce misleading results
• Use data that is at least 24–48 hours old for accurate analysis