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Unlocking the Power of View-Through Conversions: Maximizing your Google Ads ROI


What is a View-Through Conversion Window?

View-through conversion window refers to a specified time frame following an ad impression during which a view-through conversion is recorded. These conversions occur when a user doesn’t interact directly with an ad, yet proceeds to convert later.

When creating or editing conversion actions, you set your view-through conversion window. For instance, selecting a 30-day window means that any view-through conversions happening within 30 days post-impression are tracked. Naturally, extending the window duration tends to increase the number of recorded view-through conversions on Google Ads.

Delving Deeper: View-Through Conversions Explained

The “View-through conversions” column in your Google Ads account offers a unique insight. It captures instances where customers see your ad but don’t interact with it directly, then later complete a conversion on your site. This data differs from other conversion columns, which document conversions following customer interactions with an ad.

These conversions are especially beneficial for tracking your display or video ad campaigns’ value. For display campaigns, they measure conversions where a customer saw an ad—without clicking it—before completing a conversion. Significantly, view-through conversions adhere to your conversion action settings, such as how conversions are counted.

Key points to consider:

  • For Display Network ads, the last viewable impression receives credit for the view-through conversion. Google’s Active View technology deems a display ad’s impression viewable when at least 50% of the ad is onscreen for a minimum of 1 second.
  • Conversions from users who have interacted with any other ads are automatically excluded from view-through conversions.
  • These conversions only feature in the “View-through conversions” and “All conversions” columns, not in the “Conversions” column.
  • View-through conversions cannot be reported from browsers that prohibit cross-site cookies.

View-Through Conversions in Video Ads

For video campaigns, view-through conversions indicate when your video ad’s impression leads to a site conversion. The last impression of a video ad receives credit for the view-through conversion.

Notably, a “view” is distinct from an impression. It’s counted when someone watches either 30 seconds or the entire ad (if it’s shorter than 30 seconds) or clicks on part of the ad. Any “view” leading to a conversion gets counted in the “Conversions” column.

Why Trust View-Through Conversions?

View-through conversions serve as an effective tool to measure the indirect impact of your ad campaigns. Drawing on years of experience in digital marketing, I’ve seen how this often-overlooked metric can provide a holistic view of your ad performance, showcasing the true value of impressions.

Using view-through conversions, you can make more informed decisions about your ad spend, optimizing your campaigns for maximum ROI. Remember, the customer journey isn’t always linear – often, it’s the ad that stays with them, prompting them to convert later.

However, you need to be mindful of your conversion window’s length, the exclusion of interactions from other ads, and the restrictions in place due to cross-site cookie limitations. By taking these factors into account, you can effectively utilize view-through conversions to drive your campaign success.


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