You’re planning to run a video action campaign, measure the full value with Google Ads conversion tracking and include lighter conversion events.

• Measure the full value with Google Ads conversion tracking and exclude lighter conversion events.
• Measure only complete offline conversions for a more accurate return on investment calculation.
• Measure only complete online conversions for a more accurate return on investment calculation.
• Measure the full value with Google Ads conversion tracking and include lighter conversion events.

The correct answer is: Measure the full value with Google Ads conversion tracking and include lighter conversion events.

Explanation: When planning a video action campaign, you should have a clear measurement strategy to track your progress. The first step is to use Google Ads conversion tracking to optimize and track conversion events accurately. You can also set a budget that is at least 15 times your target cost per acquisition and use tCPA or Maximize conversions bidding based on your video CPA. In addition, you should segment your audience, optimize your creative, and track the full conversion funnel, including engagement metrics, to identify drop-offs and areas for improvement. It’s also important to set proper expectations for the learning phase and account for conversion delay.