You're planning to run a video action campaign. How should you approach your measurement strategy?
Measure the full value with Google Ads conversion tracking and exclude lighter conversion events.
Measure only complete offline conversions for a more accurate return on investment calculation.
Measure only complete online conversions for a more accurate return on investment calculation.
Measure the full value with Google Ads conversion tracking and include lighter conversion events.
Explanation
Analysis of Correct Answer(s)
The best measurement strategy for a Video Action campaign is to measure the full value of all conversions, including lighter events. Here's why:
- Maximize Data for Smart Bidding: Video Action campaigns are powered by Smart Bidding, which uses machine learning to optimize for conversions. By including lighter conversion events (e.g., "add to cart," "newsletter sign-up") alongside major ones (e.g., "purchase"), you provide the algorithm with more frequent data signals. More data helps the system learn faster and more effectively find users likely to convert.
- Capture Full Customer Journey: This approach acknowledges that not all valuable user actions are final purchases. Tracking these micro-conversions provides a more complete picture of the campaign's influence on the entire customer journey.
Analysis of Incorrect Options
- Excluding lighter conversion events: This is incorrect because it starves the Smart Bidding algorithm of valuable data, hindering its ability to optimize performance. Fewer conversion signals mean slower learning and less efficient bidding.
- Measuring only complete online or offline conversions: These options are too restrictive. Focusing solely on a single type of final conversion (online or offline) ignores other valuable actions and limits the data available for optimization. The goal is to capture the full value, not a narrow slice of it.