Your “View-through conversions” column tells you when customers view, but don’t interact with your ad, and then later complete a conversion on your site. This is different from the data in your other conversion columns, which record when customers interact with an ad and then complete a conversion on your site.
On this page
- Benefits
- View-through definitions
- View-through optimization for App campaigns
- View-through optimizations for Demand Gen campaigns
- How conversions are reported
Benefits
View-through conversions are a helpful way to track the full value of your display or video ad campaigns. For display campaigns, for example, they measure the conversions where a customer saw, but didn't click, an ad before completing a conversion. View-through conversions take into account the settings of your conversion actions, such as the way conversions are counted.
View-through conversions automatically exclude conversions from people who have also interacted with any of your other ads. With the exception of Performance Max for store goals and App and Demand Gen campaigns, view-through conversions are for reporting only and aren’t included in the “Conversions” column, only in the “View-through conversions” and "All conversions" columns.
View-through conversions from browsers that don’t allow cross-site cookies can't be reported
View-through definitions
View-through conversions for Display Network and video ads
For Display Network and video ads, the last impression leading to conversion gets credit for the view-through conversion.
View-through conversion window
The period of time after an impression during which a view-through conversion will be recorded.
You can set your view-through conversion window when you create or edit conversion actions. For example, if you pick 30 days for a conversion action, then view-through conversions that happen within 30 days after an impression are tracked. A longer view-through conversion window will usually increase the number of view-through conversions Google Ads records.
View-through optimizations for App campaigns
For App campaigns promoting Android apps, you can leverage view-through conversion (VTC) Optimization. This feature enhances bidding by incorporating VTC signals into the models for app installs, aiming to improve scale and reach on platforms like AdMob and YouTube. A “View” occurs when at least 50% of an ad’s pixels are in view on the screen for a minimum of one second, or when a video is viewed for a minimum of 2 seconds. A View-through conversion is counted when an advertiser sends a conversion request that is able to be matched to a view within a 24 hour window. This is the default lookback window for VTC for app campaigns.
View-through optimizations for Demand Gen campaigns
You can now leverage view-through conversion (VTC) optimization for YouTube-only Demand Gen campaigns. This enables you to scale your campaigns with more conversions and budget utilization, as well as get early conversions faster. A VTC happens when a user views the ad and then makes a conversion without clicking the ad. By default, VTC optimization bidding for Demand Gen campaigns is off. To adjust your campaign settings, learn how to manage view-through optimization for Demand Gen campaigns.
How conversions are reported
All view-through conversions, including biddable and non-biddable, are reported in all conversion or view-through conversion columns. Biddable view-through conversions are reported in the conversion column for campaigns opted into VTC optimization.
To check VTC-optimized conversions reporting:
- Go to Campaigns within the Campaigns menu.
- Above the statistics table, select Segments, hover over “Conversions”, then select Ad event type. You’ll find VTC-optimized conversions listed as “Impression”.
