Google Ads View Through Conversions: A Game-Changer in Online Marketing
As a digital marketing expert, I have seen firsthand the power of Google Ads in driving traffic and increasing conversions. However, with the rise of ad blockers and the increasing complexity of the customer journey, it can be difficult to measure the true impact of your ads. That’s where View Through Conversions come in.
What are View Through Conversions?
View Through Conversions (VTCs) are conversions that occur after a user sees, but does not click, your ad. Instead of clicking on the ad, the user may later return to your website through another channel and complete a conversion. VTCs are tracked by Google Ads by placing a cookie on the user’s browser when they see your ad.
Why are VTCs important?
- VTCs provide a more complete picture of your ad’s impact. By tracking conversions that occur after seeing your ad, you can better understand the role your ad plays in the customer journey.
- VTCs can help you optimize your ad spend. By seeing which ads are driving the most VTCs, you can adjust your bids and targeting to focus on the most effective ads.
- VTCs can help you measure brand awareness. If you’re running a branding campaign, VTCs can help you see how many people are being exposed to your brand and later converting.
How do VTCs work?
When a user sees your ad, a cookie is placed on their browser. If the user later completes a conversion on your website, Google Ads can track that conversion and attribute it to the ad the user saw. The conversion window for VTCs is 30 days by default, but can be adjusted in the Google Ads settings.
How do you set up VTC tracking?
To track VTCs in your Google Ads account, you need to first have conversion tracking set up. Once you have conversion tracking set up, go to the Tools & Settings tab in your Google Ads account and select Conversions. From there, click on the name of the conversion action you want to track VTCs for, and check the box for Include in ‘Conversions’.
My personal experience with VTCs
As a digital marketer, I have seen the impact of VTCs firsthand. One of my clients was running a display ad campaign that was driving a lot of clicks, but not many conversions. After implementing VTC tracking, we saw that the ads were actually driving a significant number of conversions that were not being attributed to the ads because the users had not clicked on them. By adjusting our bidding and targeting, we were able to focus on the ads that were driving the most VTCs and ultimately increase conversions and ROI.
FAQs
What is the difference between clicks and VTCs?
Clicks are when a user actively clicks on your ad to visit your website. VTCs occur when a user sees your ad but does not click on it, then later returns to your website through another channel and completes a conversion.
How long is the conversion window for VTCs?
The conversion window for VTCs is 30 days by default, but can be adjusted in the Google Ads settings.
Can VTCs be tracked for all types of ads?
VTC tracking is available for display ads, video ads, and shopping ads.
How do VTCs impact ad spend?
By seeing which ads are driving the most VTCs, you can adjust your bids and targeting to focus on the most effective ads, ultimately leading to better ROI for your ad spend.
Are VTCs a reliable metric?
VTCs are just one piece of the puzzle in measuring the impact of your ads. While they can provide valuable insights into the role your ads play in the customer journey, it’s important to also consider other metrics such as click-through rate and conversion rate.
Can VTCs be used for retargeting?
Yes, VTCs can be used for retargeting. By targeting users who have seen your ad but not clicked on it, you can continue to drive conversions from those users.
How do VTCs impact SEO?
VTCs do not directly impact SEO, as they are a metric for measuring the impact of your ads. However, by optimizing your ads based on VTC data, you can ultimately drive more traffic and conversions to your website, which can indirectly impact SEO.