Difference between Avg. Time to Acquire new Customers and Avg. time of call/sales attribution metrics

Average time to acquire new customers

The average time the first sale of a customer happens after the first click on the ad.

For example, we have the following scenario: 

Lead clicks on Ad1:

1 hour later makes a purchase

5 months go by

Lead clicks on Ad2

1 hour later makes a purchase

Based on the above journey, the average time to acquire a new customer is 1 hour.

Please note that this metric is only available to First Click reports and LTV for sources. 

Time of call/sales attribution

The average time a call/sales happens after the attributed ad is clicked. Basically, this metric represents the average time of all cumulative sales in the selected attribution mode.