AdWords advertisers can now measure real conversion rates for display ad campaigns on the Google Content Network through a new feature called View-through Conversion Reporting.
Display ads have long been an important tool used by marketers to influence users and to create brand awareness. This new tool from Google will now enable marketers to measure the effect a particular ad on their target audience, even if it is not immediately clicked upon after viewing.
The new service will be able to measure the number of conversions that occur within 30 days from the date of viewing, even if no click was recorded at the time of viewing.
If a user sees an ad on a given site without clicking on it, but later visits the ad site within the next 30 days and converts into a lead or sale, this conversion will be reported in the AdWords campaign tab.
This facility will also allow marketers to better compare the performance of their ads on the Google Content Network, vis-à-vis its performance on any other content network. Marketers can then decide for themselves, which is the best place to advertise and thus get the best value for the money they spend on advertising.
To make use of this service, marketers will need to ensure AdWords conversion tracking works for their accounts. Google Analytics goals are not compatible with View-through Conversion reporting, and this service is not available for search campaigns and for text creatives.