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

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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.

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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.

 

 

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)
 

What is the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Digital Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

You can sign up for the free training here: https://learn.optimizesmart.com/registration-web-class

I truly hope you find it helpful.  

My best selling books on Digital Analytics and Conversion Optimization

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.

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

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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