Have we mentioned how much we love being able to accurately report view-through conversions?
View-through conversions allow you to get a better understanding of the effectiveness of your display advertising. If a user sees your display ad on the content network and doesn’t click on it, but completes a conversion within the next 30 days, voila, you get a view-through conversion.
If the user had clicked on the display ad, it would be reported as a regular conversion.
Remember: When you are running display ads ALWAYS enable de-duplication. This way you’ll avoid double reporting if a user sees your display ad on a site, and converts from another ad in the search results. Then there’s no need to worry!
Another thing to note is that your conversions will drop after enabling the de-dupe feature, generally by 25-35%, but simply because they aren’t being double counted or inflated.
Tags: content network, conversions, display advertising, reporting, SEM
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Wow, this is funny because I was just speaking about view thru conversions at the event last night and how Universal Search results can create what I guess we can now call “organic view-thru conversions.” I love making up new terms! LOL
This post offers great advice. I get the feeling that many people using display through Google do not do this. And there is nothing worse than inaccurate tracking. I’ve seen view-thru conversions have the biggest impact in retargeting campaigns too.
For universal search, tagging your URLs is usually the best way to improve attribution. But even then you do not get an accurate measure. As I mentioned in the presentation someone may view your Images, Videos, etc., and then later on perform a branded or even a non-branded search.
You have a wonderful staff Nina and I thoroughly enjoyed meeting you all!
FYI to all: Miguel Salcido put on a great presentation at MIMA last night on the topic of Universal Search. You can download the presentation at http://www.gearyi.com/presentations