Brief Overview of Google View-Through Conversions

Although the Google AdWords View-through Conversions option is not new by any means, you may find this is an underutilized option that you might gain some intelligence from. Not sure what this is? Here is a short summary:

Google defines a View-through Conversion as: A View-through Conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a Click-through Conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site. View-through conversion reporting measures the number of conversions that occurred within 30 days of your display ad appearing for which there was no ad click generated.

Introduced as an enhancement for display advertising campaigns on the Google Display Network, this is an improvement to the overall measurement of conversions. Basically, this option shows ad conversions without the clicks. It can be used in performance comparisons between the Google Display Network and other display advertising campaigns.

Do you find this metric helpful in optimizing your Google Display Network campaigns?