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.
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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. In most cases, view-through conversions aren’t included in the “Conversions” column, only in the “View-through conversions” and "All conversions" columns.
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View-through definitions
View-through conversions for Display Network ads
For Display Network ads, the last viewable impression will get credit for the view-through conversion. With Google's Active View technology, an impression of a display ad is considered viewable when at least 50% of the ad is onscreen for at least one second.
View-through conversions for video ads
For video campaigns, view-through conversions tell you when an impression of your video ad leads to a conversion on your site. The last impression of a video ad will get 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.
How conversions are reported
A key difference with VTC Optimization for App Campaigns is how conversions are reported. When activated, eligible VTCs from targeted conversion actions on supported inventory will no longer appear in the "View-through conv." column. Instead, they are reported within the main "Conversions" column, contributing directly to your reported conversions used in bidding.
To view these VTCs:
- Navigate to Conversions > Ad event type.
- Look for conversions attributed to “Impression”.
The "View-through conv." column will then primarily contain VTCs from non-targeted events or ineligible traffic, which differs from the standard VTC reporting behavior.
You have distinct controls for this feature:
- VTC Optimization is activated or deactivated at the Campaign level settings.
- General VTC reporting visibility is managed at the Account level within the Conversions settings.
If optimization is activated for a campaign but account-level VTC reporting is turned off, the VTCs will still be used for bidding but won’t be visible in the “Conversions” column. Learn more About view-through conversion optimized bidding for App campaigns.
