View-through conversion tracking

View-through conversion tracking provides additional information related to the value of your Ad Exchange ads. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, an Ad Exchange ad. View-through conversions are tracked via a cookie that is placed on a user's computer; conversions are reported only for Ad Exchange ads that run on Ad Exchange sites.

You can use view-through conversion tracking to better measure return on investment (ROI) for your display campaigns and optimize your campaigns based on how users are responding to your display ads.

Here are some key benefits of using view-through conversion tracking:

  • You can determine the best places (or sites) to advertise to maximize overall conversions. The reporting data can be used to understand which sites work well for display oriented placement-targeted campaigns.
  • You can optimize your campaign performance based on how users are responding to your display ads, even if they don't click.

You need to have conversion tracking implemented in order to get view-through conversion statistics. If there is a click preceding the conversion, the conversion is treated as a click-conversion. Note: Google Analytics goals aren't compatible with view-through conversion reporting.

In Ad Exchange, a conversion that results from one ad view or click might not always be attributed to the proper campaign. Talk to your account team before using conversion tracking.
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