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.