Measuring the full impact of your display ads means looking beyond clicks, especially when you incorporate the rich storytelling power of video ads into your customers’ increasingly complex online journey. That’s why we developed Engaged-view conversions (EVCs), a more robust non-click conversion metric. These are counted when a user watches 10 seconds of a video in your ad and doesn’t interact, but later completes a conversion on your site.
Now, you can more consistently measure the impact of your ads across different Google Ads channels. Engaged-view conversions can also be tracked on TrueView skippable in-stream ads, Local campaigns and app campaigns.
To better understand the value of video assets in responsive display ads, look to the 'All conversions' column. The default lookback window for EVCs is 3 days for display campaigns.
Don’t have video assets? Adding video to your responsive display ads can result in 5% more conversions at a similar CPA, but we know video assets require time and resources. To help, we introduced auto-generated video last year, making it easier than ever to supercharge your creatives.
An example of auto-generated video in a responsive display ad
Visit the Help Centre to learn more about Engaged-view conversions and other measurement tools.
Posted by Kate Grosch, Product Manager, Display Ads
