How View-Through Conversions Can Benefit Advertisers

Why are view-through conversions valuable for advertisers?

How can view-through conversions help measure the effectiveness of display network ads?

Answer:

View-through conversions are valuable for advertisers because they provide insights into the effectiveness of display network ads even when a user doesn't click on the ad. This helps advertisers understand the impact of their ads on user behavior and conversions.

View-through conversions are an important metric for advertisers looking to evaluate the performance of their display network ads. These conversions occur when a user is exposed to an ad (such as a display ad for laptop computers) but doesn't click on it. However, the user later converts on the advertiser's website. This type of conversion is valuable as it indicates that the ad had a positive influence on the user's purchase decision.

By tracking view-through conversions, advertisers can gain insights into the effectiveness of their display ads in driving conversions. This metric allows advertisers to measure the impact of their ads on user behavior beyond just clicks. It provides a more comprehensive view of how ads contribute to conversions and customer acquisition.

For the scenario mentioned, where a user sees an ad for laptop computers on a display network site but doesn't click on it, view-through conversions would be valuable for the advertiser. It would help them attribute the eventual purchase of the laptop to the initial ad exposure, even though the user didn't interact with the ad at that time. This information is essential for understanding the full impact of display network advertising campaigns.