There’s a bit of a debate in advertising circles around view through conversions. These are counted in Ads Manager when someone is shown your ad and then converts within a day, but they never clicked.

Some argue that they’re completely worthless and that we should rely only on click-through conversions. Others embrace them without giving it a second thought.

The truth is that they can have value, but they can also inflate your results. But we need a way to isolate the times when these conversions have the most value.

Google Referrals

The most common example of a valuable view-through conversion goes like this…

Someone sees your ad and they’re influenced by it to the point of remembering you. They don’t click to your website. But, later that day, they Google you and end up on your website.

Even though this person didn’t click, your ad influenced an action. So, how do we prove that this specific type of view-through conversion happened?

We use a custom event. I’ll talk about that in the next video.

A post by Kevin Kovach inspired me to record the upcoming series of three videos about view through conversions and Google referrals. You can read Kevin’s post here.