To measure the full value of your action campaigns, what two conversion types should you capture in your reporting?

To measure the full value of a video action campaign, it's crucial to look beyond direct, immediate actions and consider the complex, modern customer journey.

Analysis of Correct Answer(s)

The correct answer, cross-platform and view-based, captures the most comprehensive view of campaign performance.

• Cross-platform conversions: These track users who may see your ad on one device (e.g., a mobile phone) but complete the conversion on another (e.g., a desktop computer). This is essential for understanding the full customer journey, as users frequently switch between devices.
• View-based conversions: These are conversions that happen after a user sees your video ad but doesn't click on it. For video campaigns, the impression itself is powerful. This metric, often measured as Engaged-view conversions (EVCs), attributes value to the influence of the ad, even without a direct click.

Combining these two types provides the most accurate measure of your campaign's total impact.

Analysis of Incorrect Options

• Last click: This attribution model is too narrow for video campaigns. It only gives credit to the final click before a conversion, ignoring the significant influence a video view has on a user's decision-making process.
• Mono-platform: This approach is limiting because it only tracks conversions on the same device where the ad was seen. It fails to capture the common cross-device behavior of modern consumers, leading to under-reported conversions.