Methods for measuring onset latency contrasts are evaluated against a new method utilizing the dynamic time warping (DTW) algorithm. This new method allows latency to be measured across a region instead of single point. We use computer simulations to compare the methods’ power and Type I error rates under different scenarios. We perform per‐participant analysis for different signal‐to‐noise ratios and two sizes of window (broad vs. narrow). In addition, the methods are tested in combination with single‐participant and jackknife average waveforms for different effect sizes, at the group level. DTW performs better than the other methods, being less sensitive to noise as well as to placement and width of the window selected.