View-through Conversion Reports on the Google Content Network

Until very recently, the only way to measure the Display Ad performance of our Google Content Network campaigns was limited to the number of clicks, impressions and the conversions made from these data.  But have you ever thought about those instances where users see your ads but do not immediately click on it but do eventually visit your website?

Can these eventual visits be considered as conversions? It is particularly challenging for campaign managers to explain to clients without any form of data to support our theory.

Fret not! Here comes the “View-Through conversion reports”, a new feature recently announced by Google which is already AVAILABLE for us to put into action.  A feature that measures just that!

This feature measures the number of online conversions that happened within 30 days after a user sees your display ad but does not click on any of the ads in the Google Content Network site. It counts all conversions that are not associated with a click and attribute them back to the last impression in the last 30-days. You can read more about the feature from Google AdWords here.

This is pretty good news! This would definitely allow us to optimise our campaign more accurately and to be able to measure the impact of our display ads in a new whole level and possibly new insights on our user’s behaviour.

Do request for this report when you work with us and share with us your thoughts & experience on the insights from this new set of data.