Felix is measuring view-through conversions (VTCs) with another network and he's been advised to measure VTCs with Google too. Why should Felix measure VTCs with Google in addition to the network that he uses?

Analysis of Correct Answer(s)

The primary reason for Felix to measure view-through conversions (VTCs) with Google, in addition to another network, is to achieve consistent measurement across his marketing landscape.

• Advertisers often run campaigns across multiple Google properties (like YouTube, the Google Display Network, and Google Search) and other networks simultaneously.
• By using Google's conversion tracking for VTCs, Felix allows Google to deduplicate conversions across all these channels. This creates a single, holistic view of the customer journey.
• This unified approach prevents over-counting conversions and provides a more accurate understanding of how different ad interactions (both views and clicks) contribute to app installs or in-app actions. It ensures that credit for a conversion is assigned correctly, leading to better optimization decisions.

Analysis of Incorrect Options

• "Google has a VTC industry benchmark...": While Google provides performance benchmarks, the core value of its measurement system is providing accurate and actionable data for your own campaigns, not just comparing them to industry averages.
• "The VTC metric used by Google is different...": Methodologies can vary slightly between networks (e.g., lookback windows), but the fundamental concept of a VTC is consistent. A difference in metrics would be a challenge to overcome, not a reason to adopt the system. The goal is to standardize, not to introduce conflicting data points.
• "Google offers more segmentation information...": While Google offers robust segmentation, this is not the most critical reason. The fundamental benefit is achieving an accurate, cross-platform view of performance, which is a prerequisite for any meaningful segmentation.