View through conversions in Google AdWords attribute conversions to paid media

June 2, 2017 – By Aaron Hockel

Understanding view through conversions in Google AdWords

Traditional conversions in Google AdWords from display and video ads are straightforward: Users click an ad then take a specific action like calling a business or filling out a contact form on the advertiser’s website. But what happens if a user sees display or video ads via the Google Display Network, then finds a business via an organic Google search and converts? They did not click on paid media, so is this a paid or organic conversion?

This exact scenario is a view through conversion in Google AdWords reporting. It specifically refers to display and video campaigns and is designed to attribute conversions to paid media. Companies investing in display and video campaigns need to pay close attention to view through conversions to quantify their true results.

How do I see view through conversions in Google AdWords?

Seeing view through conversion in Google AdWords requires simple modification of your reporting columns. First, click on “Columns” to open the drop down, then click on “Modify columns…”. Here’s a screenshot of exactly what you are looking for inside your AdWords account:
Adding view through conversion to custom columns in Google AdWords

This will open all the options for your custom column headers in Google AdWords. To add view through conversions to your column headers, select “Conversions” from the metrics column, then click the double arrows on “View through conversions”. This will move “View through conversions” onto your column headers. You can also drag and drop headers to put them in the most logical order:  

Adding view through conversions in Google AdWords to custom columns step 2

Setting up view through conversions in Google AdWords

Making sure your display and video campaigns are properly tracking conversions is absolutely critical for determining their overall success. If your business is using display and video ads, and is not sure if your conversion tracking is properly set up, checkout this article on conversion tracking from the Google Help Center. You can also contact the team at AltaVista Strategic Partners for a free Google AdWords analysis. They are certified Google Partners and can be reached by filling out the contact form on this page, calling them at 1-800-313-2168, or by sending them an email.

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