Understanding View-Through conversions In Google Ads (Adwords)

In Google Ads there is a metric called ‘view-through conversion’ which is used to measure the performance of your Google Display network ads. view through conversions

View-through conversion happens when a user completes a conversion on your website within 30 days, after viewing (but not clicking) one of your display network ad.

For example, in following scenario, a view-through conversion will be recorded and reported by Google Ads:

#1 a user saw one of your display network ad but did not click it.

#2 the user returned to your website directly or via organic search or referral and completed a conversion on your website.

#3 the user returned to your website within 30 days after viewing your display network ad.

Attribution Modelling in Google Ads and FacebookAttribution Modelling in Google Analytics and Beyond

Get my best selling books on Attribution Modelling

  • Learn to implement attribution modelling in your organisation
  • Understand the customer purchase journey across devices
  • Determine the most effective marketing channels for investment

 Click book covers to find out more

Importance of view-through conversions

People do not always click on your display ads before completing a conversion.

Many times they just see your ad before completing a conversion on your website.

Without ad clicks data, it becomes very difficult to understand the performance of a display ad campaign.

Here view-through conversions come to your rescue and help you in understanding the performance of your display ads just on the basis of ad impression data.

With the help of view through conversions data, you can determine the websites which are most effective in generating conversions via display ads and target them separately in order to maximize conversions.

Note: View through conversions are reported only for display network ads and video ads on Youtube, and not for search network ads.

Get the Free E-Book (52 Pages)

When view-through conversions are recorded and reported by Google Ads

The view-through conversion is recorded and reported only when the following three conditions are met:

#1 The user has only viewed but not clicked on your display network ad before completing a conversion on your website.

For example, in following scenario, a view-through conversion will not be recorded and reported by Google Ads:

#1 a user saw one of your display network ad and then clicked on it.

#2 the user later completed a conversion on your website.

#2 The user has not clicked on any other, of your display network ad and/or any of your search network ad after viewing your display ad and before completing a conversion on your website.

For example, in following scenario, a view-through conversion will not be recorded and reported by Google Ads:

#1 a user saw one of your display network ad.

#2 the user later saw another, one of your display network ad and clicked on it.

#3 the user completed a conversion on your website.

Similarly, in following scenario, a view-through conversion will not be recorded and reported by Google Ads:

#1 a user saw one of your display network ad.

#2 the user later saw one of your search network ad and clicked on it.

#3 the user completed a conversion on your website

#3 The user has completed conversion on your website within 30 days after viewing your display network ads.

For example, in following scenario, a view-through conversion will not be recorded and reported by Google Ads:

#1 a user saw one of your display network ad but does not click it.

#2 the user later completed a conversion on your website but after 30 days of viewing your display network ad.  

#4 The user does not return to your website via Google ads after viewing a display ad and before completing a conversion on your website.

For example, in following scenario, a view-through conversion will not be recorded and reported by Google Ads:

#1 a user saw one of your display network ad but does not click it.

#2 the user returned to your website via Google Paid search ad or display network ad to complete a conversion.

A view-through conversion can become a click-through conversion

A view-through conversion becomes a click-through conversion when a user clicks on a display/search network ad after viewing a display ad and before completing a conversion on your website.

A single display ad impression can result in multiple view through conversions

For example, in following scenario, a single display ad impression can result in 3 view-through conversions:

#1 a user saw one of your display network ad but did not click it.

#2 the user returned to your website directly or via organic search or referral and completed three conversion on your website.

 

 

Attribution Modelling in Google Ads and FacebookAttribution Modelling in Google Analytics and Beyond

Get my best selling books on Attribution Modelling

  • Learn to implement attribution modelling in your organisation
  • Understand the customer purchase journey across devices
  • Determine the most effective marketing channels for investment

 Click book covers to find out more

Other Articles Related to Attribution Modelling in Google Ads

  1. Guide to Attribution Modelling in Google Ads (Google Adwords)
  2. Which Attribution Model to use in Google Ads (Google Adwords)?
  3. Cross device attribution reports in Google Ads (Google AdWords)
  4. How to change Attribution Model in Google Ads (Google Adwords)
  5. Data Driven Attribution Model in Google Ads (Google Adwords)
  6. Setting up Data Driven Attribution Model in Google Ads (Google Adwords)
  7. Store visit conversion tracking in Google Ads (Google AdWords)
  8. Understanding the Analytics behind Google Ads (Google Adwords)
  9. Cross Account Conversion Tracking in Google Ads (Google Adwords)
  10. Assisted Conversions Report in Google Ads (Google Adwords)
  11. Understanding Conversion Paths in Google Ads (Google Adwords)
  12. Understanding Search Attribution Reports in Google Ads (Adwords)
  13. How to test Attribution Model in Google Ads (Adwords)

Do you want to Learn and Master Web Analytics in 8 Weeks?

I get dozens of emails every week from people asking for career advice in web analytics.

The questions range from ‘where do I start?’, ‘which books should I read?’, ‘how do I prepare for GAIQ?’ to how do I become a good analyst?

So I thought why not dedicate a whole video on answering these burning questions.

Here is what we are going to cover, in the next few minutes, in this video lesson:

#1 Who am I? What’s my story and why you should listen to me?

#2 The number 1 reason, why most marketers and business owners are not able to scale their advertising and maximize sales for themselves and/or for their clients.

#3 How in just couple of years, I went from a complete novice in web analytics to the author of three best selling books on web analytics? And how you can achieve the same transformation in your career and that too in much shorter time frame.

#4 What is the difference between web analytics and Google Analytics?

Join the Course

Take your analytics knowledge to the next level. Check out my best selling books on Amazon

Attribution Modelling in Google Ads and Facebook NEW
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. Learn how to leverage the knowledge of attribution modelling, understand the customer purchasing journey and determine the most effective marketing channels for investment.

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over twelve years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of four books:

error: Alert: Content is protected !!