Not every baby measures the same, they sure dont all weigh the same when they come out. The earliest u/s is more accurate...the later the u/s are done the more incorrect they are.
They don't figure your date of conception at all. The medical way to date a pregnancy is by figuring out the first day of your last period. Everything is calibrated to this.
Technically the day you conceive is the day the sperm meets egg, and you cannot know this unless you did IVF, and even then the IVF clinics backdate two weeks from that point and say the pregnancy began on the first day of your last period (even if it wasn't a period). This is to match all other medical data about pregnancy.
Dating pregnancy this way is done because it is a known date. Unlike the day you ovulate, which with even the best testing can't define for sure, and the day conception occurs, women trying to conceive are most likely to know when their period began.
If you are trying to identify conception date from an ultrasound, talk to your doctor about how many days to allow.