Recently Google announced that the AdWords default view-through conversion (VTC) window will shrink to one day from 30 days on March 29. This will affect all conversion actions added after that date – important information for those who track and report on VTCs for AdWords video or display campaigns. In April, you may notice conversion numbers are much lower than before.
The change affects the view-through conversions column reporting, as VTCs are not included in the AdWords Conversions column.
What does the shrink of the view-through conversion window from 30 days to one mean? Essentially, the only conversions that will be reported as VTCs in AdWords are those that occur within one day of an ad impression. When a user converts after viewing a video or display ad impression but doesn’t click on the ad, it is counted as a view-through conversion. If a user doesn’t interact with your company’s other ads, the last viewable video or display ad impression is credited for the view-through conversion.
Google introduced VTCs as a feature in AdWords more than four years ago to help advertisers know how many visitors viewed display or video ads but did not click on those ads. Within the 30-day window, advertisers could measure how many conversions occurred within 30 days of a user viewing the ad.
Why the change? Analysts have determined that users who view a display or video ad are most likely to make a purchase within one day, while the ad is fresh in the customer’s mind. Because of this, Google believes shrinking the VTC window default from 30 days to one may result in better measurement and enhance focus on incremental conversions.
Not to worry; if yours is a vertical that needs longer than 24 hours for conversion tracking following the view of an ad, you can go to the ‘Tools’ tab in the AdWords admin, to ‘Conversions’ and customize the view-through window setting for each conversion action.
Just when you think you’ve mastered AdWords, things start changing! At EBB Web Design we know how complicated things can be on the Internet. Need help with AdWords or paid advertising campaigns? Our Atlanta digital marketing team is ready to assist! Give us a call today.Google+