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

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, a measurement strategy should be developed to track the campaign’s success. A good approach is to use Google Ads Web Conversion Tracking with gtag.js or Google Tag Manager for accurate tracking and optimization of the desired conversion event. It is recommended to track lighter actions to achieve the desired conversions faster. In addition, the budget should be set, the bid strategy determined, the appropriate segments and creatives selected, and the video conversion funnel should be understood, considering engagement metrics. Proper expectations should be set for the learning phase, and conversion delay should be accounted for.