An agency just launched a target ROAS bid strategy for a premium branding client. Why should they wait for two to three conversion delay cycles before assessing the strategy's performance?

A new Target ROAS bid strategy needs enough conversion data before performance can be evaluated reliably. Conversion delay means some conversions are recorded after the click, so recent results may be incomplete. Waiting two to three conversion-delay cycles allows the strategy to stabilize and incorporate the data needed to optimize consistently. This reduces the risk of judging performance while the bid strategy is still learning.