View-Through Conversions are a crucial metric in Google Ads that tracks conversions occurring after a user sees your display or video ad but does not click on it. This measurement helps advertisers understand the full impact of their advertising efforts beyond just click-based interactions.
When a…View-Through Conversions are a crucial metric in Google Ads that tracks conversions occurring after a user sees your display or video ad but does not click on it. This measurement helps advertisers understand the full impact of their advertising efforts beyond just click-based interactions.
When a user views your ad impression and later completes a conversion action on your website within a specified timeframe (known as the view-through conversion window), Google Ads attributes this conversion as a view-through conversion. The default window is typically 30 days, though advertisers can adjust this period based on their business needs and customer journey length.
This metric is particularly valuable for brand awareness campaigns where the goal extends beyond generating clicks. Many consumers see an ad, remember the brand, and then visit the website later through organic search or by typing the URL. View-through conversions capture this behavior that would otherwise go untracked.
To track view-through conversions effectively, you must have the Google Ads conversion tracking tag properly implemented on your website. The system uses cookies to connect the ad impression with the subsequent conversion event.
View-through conversions appear separately from click-through conversions in your Google Ads reports, allowing you to analyze both metrics independently. This separation helps you evaluate the true performance of display and video campaigns that might show low click-through rates but still influence purchasing decisions.
When analyzing this data, consider that view-through conversions represent a softer attribution model compared to click-through conversions. Some advertisers weight these conversions differently in their ROI calculations. Best practices suggest using view-through conversion data alongside other metrics to build a comprehensive understanding of your campaign effectiveness and optimize your advertising strategy for better overall performance across all touchpoints in the customer journey.
View-Through Conversions: A Complete Guide for Google Ads Search Certification
What Are View-Through Conversions?
View-through conversions (VTCs) are conversions that occur when a user sees your ad impression but does not click on it, and then later completes a conversion action on your website within a specified time window. This metric helps advertisers understand the broader impact of their display and video campaigns beyond just click-based interactions.
Why View-Through Conversions Matter
View-through conversions are important because they:
• Capture the full customer journey - Many users see ads multiple times before converting, and VTCs account for ad exposure that influences decisions • Measure brand awareness impact - They help quantify how ad impressions contribute to conversions even when users do not click • Provide complete attribution data - Relying solely on click-through conversions undervalues campaigns that drive awareness • Optimize budget allocation - Understanding VTCs helps advertisers make better decisions about where to invest their ad spend
How View-Through Conversions Work
The process follows these steps:
1. A user is served your display or video ad impression 2. The user sees the ad but does not click on it 3. Within the view-through conversion window (default is 1 day, adjustable up to 30 days), the user visits your website through another channel 4. The user completes a conversion action (purchase, sign-up, etc.) 5. Google Ads attributes this as a view-through conversion
Key Technical Details
• Default window: 1 day for view-through conversions • Maximum window: 30 days • Tracking requirement: Conversion tracking must be properly implemented • Attribution priority: Click-through conversions take precedence over view-through conversions • Applicable campaign types: Primarily Display Network and Video campaigns
View-Through vs. Click-Through Conversions
Click-through conversions occur when someone clicks your ad and then converts. View-through conversions occur when someone sees your ad, does not click, but converts later. Both metrics together provide a more complete picture of campaign performance.
Exam Tips: Answering Questions on View-Through Conversions
1. Remember the default window - The default view-through conversion window is 1 day, not 30 days (which is the click-through default)
2. Know the attribution hierarchy - If a user both views AND clicks an ad before converting, the conversion is counted as a click-through conversion, not a view-through conversion
3. Understand campaign applicability - View-through conversions are most relevant for Display and Video campaigns where impressions play a significant role
4. Recognize the value proposition - Questions may ask about the benefit of VTCs; the answer relates to measuring the full impact of ad exposure on conversions
5. Watch for window-related questions - Be prepared to identify correct conversion window settings and their implications
6. Differentiate from other metrics - Do not confuse view-through conversions with assisted conversions or cross-device conversions
7. Consider the reporting context - VTCs appear in conversion columns and can be included or excluded from the Conversions column based on account settings
Common Exam Scenarios
• Identifying when to use view-through conversion data for optimization • Selecting appropriate conversion windows for different business goals • Understanding how VTCs complement click-based metrics • Recognizing the limitations and appropriate use cases for VTC data