Google recently introduced View Through Conversion Tracking for measurement of conversions influenced by display advertising campaigns on the Google Display Network.
AdWords Analyst, Antony Potts explains how this helps you.
A “View Through Conversion” occurs on the Display Network when your ad is shown, but not clicked, and that person then returns to your site, converting within a 30-day period.
Think of it this way. There’s an old adage, “we waste 50% of our marketing budget. If only we knew which 50%”. This arises because there is a lack of ability to measure how some advertising media influence your customer’s decision to buy. Let’s say you place an ad on the side of a bus, sponsor Coronation Street or your local football team – very difficult to accurately measure the impact this has on your sales and enquiries.
View Through Conversion Tracking delivers more accurate measurement of the customer’s journey across the web (only for Google ads, remember!) to demonstrate where your ads have displayed and perhaps should be credited with ‘an assist’ in generating that order or enquiry.
This measurement may help to indicate that your Display Network account is performing well, but it unfortunately can not be as accurate an indicator as we’d all hope. Remember that although your ad may have been rendered on a web page that person is viewing, it may be in a position off-screen and they may not have physically seen it.
However, the trends it illustrates are more important than the numbers – even if it accurately measures only 50% of the traffic, improvement trends would still prove valuable data. You can now measure the benefit of ads on the Google Display Network with more confidence, knowing that you’ll have some method of calculating the return on effort and the budget you spend.
This is a valuable metric to analyse and understand, but like View Through Conversions, use it to influence your decisions rather than build your entire business strategy around it.
Much better than not knowing which 50% you’re wasting, but won’t get that waste to 0% just yet.
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