View-through conversion reporting on the Google Content Network

Last year we’ve written in our company blog about view through metrics, and apparently Google has listened :-) Last few days I discovered a cool new column in my Google AdWords panel called “view through conversions“.

These conversions, are, as Google states on their blog conversions which occurred on the target web site within 30 days of a display ad impression, in the content network. Yes, you are reading correctly – Google is reporting on conversions which occurred due to an Impression, not a Click.

This is simply HUGE.

Running display campaigns usually brings lower conversion rate and higher acquisition costs than search campaigns (except from very specific verticals). This does not mean that display does not work, it simply means that search is more goal oriented and that the display activities are geared more towards awareness and reach, and usually contribue to increase the search volume.

For example- An airline would launch a special sale on their website, and promote that sale in many online channels. In our standard conversion attribution models, we will see that the display campaigns show impression, clicks and very little to no sales at all.

However, the search volume (impressions, clicks, conversions) would amazingly soar. The soar in searches and search based conversions is much related to the fact that users see the ads in the diaply formats, assimilate the message and then when the time is right, they would search for the product or the brand, and convert.

View through conversions will let us, as campaign managers optimize our media plan not only by those display outlets which convert directly, but those which influence the audience to convert.

As website in the google content network may send clicks and lack in conversion rate or acquisition cost – but influence with its impressions on latent sales which may arrive due to direct traffic, search, email campaigns etc.

I highly recommend adding this metric to your KPI list.

Ophir

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