The concept is simple - a view through conversion occurs when someone completes a conversion activity on your site within 30 days of seeing, but not clicking on, your display ad.

View-Through conversions

This is certainly an interesting additional metric to add to content campaign reporting, however relying on these figures when making any meaningful decisions about the success (or otherwise) of a content campaign would be misguided.

For any company that has a marketing schedule that includes more than just a content campaign (just about everyone), the assumption that a ‘view through’ conversion is attributable directly to that display ad is an inherently flawed one. Yes, it is possible that your content ad stoked the fire of the customer’s imagination, leading them on through the conversion funnel to the inevitable happy ending, however it is far more likely that one of your other marketing channels actually sealed the deal.

This development is however a very promising start. If Google can cross reference this type of data with exposure to say, your PPC campaigns then we may start getting a clearer picture. However, I personally am waiting for the day when Google can link up all consumer activity between all your online marketing channels, so you can see how many of your ads a consumer was exposed to before they signed on the dotted line. Come on Google, we know you love a challenge…

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