On this page
Why it matters
It credits ads people saw but did not interact with. That can be real influence, or someone who would have bought anyway and happened to see an ad.
Because it is weaker evidence than a click, Google reports it in its own column rather than in Conversions.
Where to find it in Google Ads
- Add the View-through conv. column to Display and video campaigns.
- Check the view-through window on each conversion action.
- Compare it with click conversions before drawing conclusions.
- Use experiments or holdouts to test whether views really cause sales.
An example
A Display campaign shows 15 click conversions and 120 view-through conversions. A two-week holdout in one region shows sales barely move without the ads, so most view-throughs were not caused by them.
Common mistakes
- Adding view-through conversions to click conversions as equal.
- Using a long view-through window that credits unrelated sales.
- Ignoring them entirely for awareness campaigns.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Engaged-view conversion: A conversion after someone watched at least 10 seconds of a video ad, or all of it if shorter, without clicking.
- Conversion window: How long after a click a conversion can still be counted for it, from 1 to 90 days.
- Display Network: Websites and apps where Google shows image and text ads.