What may happen if you optimize towards online conversions only?

Analysis of Correct Answer(s)

Focusing exclusively on online conversions trains your ad campaigns to prioritize users who complete purchases on your website or app. This strategy is limited because it ignores the significant impact of online advertising on in-store sales.

• The correct option highlights the modern customer journey where users often research online but purchase offline (ROPO).
• By optimizing only for online conversions, you are undervaluing or completely missing the audience segment that sees your digital ads and is influenced by them but completes their purchase in a physical store.
• This leads to an incomplete picture of your marketing ROI and a missed opportunity to drive overall business growth by connecting online efforts to offline sales.

Analysis of Incorrect Options

• "You may miss out on potential customers who engage across all ad formats": Optimizing for online conversions doesn't inherently exclude different ad formats. Many formats, like video or display ads, can be effectively used to drive online traffic and conversions. The issue is the conversion goal, not the ad format itself.
• "You may miss out on potential customers who show interest in your product" and "who watched your ad": These are too broad. An online conversion campaign specifically targets users who show interest or watch ads. The key limitation is that it only values those who then convert online, ignoring those who convert offline.