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:
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:
Setting up view through conversions in Google AdWords