Understanding the View Through Conversion Window

In the world of digital advertising, understanding the nuances of conversions is crucial. One such nuance is the "View Through Conversion Window". This metric provides insights into the effectiveness of display and video ads in driving conversions, even if the user doesn't immediately click on the ad.

Key Takeaways:

• View Through Conversions (VTC) are conversions that occur after a user sees an ad but doesn't click on it immediately.
• The View Through Conversion Window defines the period after an ad impression during which a conversion is credited to the ad.
• VTCs offer insights into ad recall and brand awareness.
• Setting the right VTC window is essential and depends on various factors like the target audience and buying cycle.

What is a View-Through Conversion?

A View Through Conversion happens when someone sees your ad, doesn't interact with it immediately, but later converts on your website. This is different from a click-through conversion where a user clicks on the ad and then converts.

How is it Different from Click Through Conversions?

Click-through conversions are straightforward. Someone clicks on your ad, visits your website, and takes a desired action (like making a purchase). On the other hand, VTCs are about understanding the latent impact of your ads. They help measure the influence your ads have on users even if they don't click on them immediately.

Setting the View Through Conversion Window

The VTC window is the period after an ad impression during which a conversion is credited to the ad. For instance, if your VTC window is set to 7 days and a user converts on the 8th day after seeing the ad, it won't be counted as a VTC.

Factors to Consider:

• Target Audience: If you're targeting upper-funnel audiences, you might need a longer VTC window.
• Buying Cycle: A product with a longer buying cycle might require a more extended window.
• Type of Conversion: Different conversions might need different windows. For instance, a brochure request might have a shorter window compared to a high-ticket purchase.

Importance of VTCs

VTCs are essential for several reasons:

• They help measure ad recall and brand awareness. Without a VTC window, you wouldn't know the impact of your ads on users who didn't click immediately.
• VTCs are beneficial for campaigns targeting middle and upper-funnel audiences. These audiences might not convert right away, but they might do so later.
• They make the display campaign data more insightful. A display campaign might have a low click-through rate, but with VTC data, you might get a clearer picture of its effectiveness.

How to Set the VTC Window in Google Ads

1. Navigate to the 'Tools' option in your Google Ads account.
2. Under 'Conversions' in the 'Measurement' column, find the conversion action you want to edit.
3. Edit the VTC window as per your requirements.

For a more detailed guide, check out this article on Discoverable.

External Resources

• Google Ads Support on VTC Window
• Understanding Internal and External Links
• Microsoft's Take on VTCs

Frequently Asked Questions

What is the difference between VTC and Click Through Conversion?

While both are types of conversions, VTCs happen when a user sees an ad but doesn't click on it immediately but converts later. Click Through Conversions happen when a user clicks on an ad and then converts.

How long should my VTC window be?

It depends on various factors like your target audience, buying cycle, and type of conversion. There's no one-size-fits-all answer.

Can I change the VTC window anytime?

Yes, you can adjust the VTC window in your Google Ads account as per your requirements.

Further Reading

For those looking to dive deeper into the topic, here are some resources:

• Learn about conversion tracking settings
• Google Ads and Analytics Differences

Remember, understanding the View Through Conversion Window can provide valuable insights into your ad campaigns' effectiveness. Adjusting this window based on your target audience and campaign goals can help you get a clearer picture of your ads' impact.