View Through Conversion

You may have noticed a new addition to the Google Adwords API. The campaign summary tab now has an additional tab highlighting the amount of view through conversions.

This new metric is triggered when an ad on the content network has been shown which did not result in a click, but the user has converted on the site within a 30 day period.

This mechanism relies on the 30 day cookie. If the user does click through the ad and converts at a later date this would still count as a normal conversion.

The main purpose of this metric is to try and quantify the performance of a brand advert on the content network. Previously, the content network has been used predominately to increase brand awareness with no method of measuring the performance of this. But with this new addition, we can see the effectiveness of an advert which will be extremely useful when it comes to A B split testing of image ads.

Google has always struggled to maximize the amount of profit generated from the content network and has promoted it as a good brand awareness channel. With this new insight they should be able to back this theory up, which can only be a good thing for the advertiser.

Philip Pollock
PPC Account Manager