George regularly checks his conversion data in his Google App campaign, but recently he overheard colleagues talking about the importance of including view-through conversions and he's not sure what that means. What does a view-through conversion mean for George's Google App campaign?
It's the total number of times that a user has seen an ad before eventually completing a conversion.
It's when a user sees an ad containing a video asset, clicks on it and then proceeds to complete a conversion.
It's a conversion metric that counts the total number of conversions that came exclusively from a YouTube placement.
It's when a user sees an ad for the app and doesn't click on it, but completes a conversion (download or action) on the app within 24 hours.
Explanation
A view-through conversion (VTC) is a crucial metric for understanding the full impact of an ad campaign, especially for brand awareness. It measures conversions that happen after a user sees an ad but does not interact with it directly.
Analysis of Correct Answer(s)
The correct answer accurately defines a view-through conversion for an App campaign. Let's break down the key components:
- Impression, No Click: A user is exposed to your app ad (an impression) on a platform like YouTube or the Google Display Network.
- No Immediate Interaction: The user does not click or tap on the ad.
- Later Conversion: Within a specific timeframe (the conversion window), the user later opens the app store, finds your app, and completes the desired conversion (e.g., installs it or makes an in-app purchase).
- Default Window: For Google App campaigns, the default VTC window is 24 hours. This means the conversion is counted if it occurs within one day of the ad impression.
This metric helps attribute value to ads that influence users even without a direct click.
Analysis of Incorrect Options
- The option stating it's the "total number of times that a user has seen an ad" describes ad frequency, not a conversion event.
- A conversion that happens after a user clicks on a video ad is known as a click-through conversion (CTC), not a VTC.
- VTCs are not exclusive to YouTube; they can be generated from any placement across the Google Network where an impression can occur.