View-Through Conversion

View-through conversion is a metric used by Google to estimate and track conversions that occur after someone has viewed an online ad without clicking on it. It is an important way to measure the effectiveness of online campaigns and has become increasingly relevant as people spend time online, scrolling through their news feeds and browsing websites, without actively interacting with ads that they come across, but which they are still exposed to and influenced by. 

How View-Through Conversion Works

To calculate view-through conversion, Google looks at the number of times an ad is shown to users and compares it to the number of conversions that occur within a certain time period (usually 30 days). The resulting metric gives advertisers a better sense of how effective their ads are in terms of increasing product awareness. 

Example:

You’re running an online store that sells shoes. You create an advertisement with the goal of getting people to click through and purchase a pair of shoes.

Once you launch the ad, it’s displayed to a number of users who could be interested in your product. Some of these users will click on the ad and purchase a pair of shoes right away. These are direct conversions, which can easily be measured by looking at the number of ad clicks and purchases.

However, there will also be users who don’t click on the ad but may still be influenced by it and remember the offering later on. These people may come back later and purchase a pair of shoes without clicking on the ad. To measure these indirect conversions, you can look at view-through conversion and see how many people who saw your ad went on to convert within the set time period.

Benefits of Incorporating View-Through Conversions in Your Analytics

View-through conversion offers several benefits to advertisers. For example: 

• Better understanding of how users interact with your ads, even if they don’t click on the ad itself.
• The ability to measure the effectiveness of ads over longer periods of time.
• Improved optimisation for ad campaigns with long decision cycles or high purchase prices.
• Greater insight into customer loyalty and brand awareness.
• More accurate measurement of the true reach and effectiveness of your ads.

How to Improve View-Through Conversions

There are several strategies you can use to increase your view-through conversions such as:

• Optimising your creative: Make sure that your ad images, videos, and copy clearly communicate the features and benefits of your product or service.
• Targeting the right audience: Use data and insights to create more targeted campaigns that reach the right people.
• Retargeting: Make sure to retarget users who have clicked on your ad with follow-up ads that drive them back to your website or landing pages.
• Testing different formats: Try testing different ad formats such as video, display, or native ads, and see which ones work best for you. 
• Measuring results regularly: Track view-through conversions regularly so you can make changes and optimise your campaigns accordingly. 

Frequently Asked Questions

Who should be tracking view-through conversions? 

View-through conversions are a valuable metric for anyone running online campaigns and should be tracked by marketers, advertisers, and businesses of all sizes. 

Is view-through conversion the same as click-through conversion? 

No, they are not the same. Click-through conversion measures direct conversions that occur when someone clicks on an ad, while view-through conversion measures indirect conversions that may happen after someone has seen an ad without clicking on it. 

How long should I track view-through conversions? 

Generally, it is best practice to track view-through conversions for at least 30 days in order to get a more accurate picture of the effectiveness of your ads. This allows you to measure conversions that may take longer than one day to occur. 

What other metrics should I be tracking? 

You should also be tracking other key performance indicators (KPIs) such as:

• Cost-per-Acquisition (CPA)
• Click-Through Rate (CTR)
• Cost-per-Click (CPC)
• Return on Ad Spend (ROAS)

All of these metrics can be used together to help you optimise your campaigns and get the best results.

Can view-through conversion help me improve my campaign performance?

Yes, tracking view-through conversion can help you identify areas where your campaigns could be improved. By looking at how many people are converting after seeing an ad without clicking on it, you can make adjustments to your targeting or creative to improve the effectiveness of your campaigns.