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Taking effect on the 29/3/2017 Google has announced the view through conversion window will start defaulting back to day 1. If you’re already tracking and reporting on the view-through conversions window for your video or display campaigns, you’ll start to see lower numbers with the window shrinking from 30 days to 1 day, Google announced this past Monday.

This new change will be applied to all conversion actions that are added from the 29th of March onwards. This new change means that any conversions that occur within a single day of an ad impression is going to be reported by Google AdWords as VTCs or view-through conversions.

VTC’s are counted when users convert after a video or display ad impression is seen but isn’t clicked on. The last viewable video or display ad impression gets credit only for the VTC when users haven’t interacted with any other ads of the advertiser. It’s also important to note that VTCs aren’t included in the AdWords conversion column.

In shrinking the default attribution window for VTCs to a single day, it will generally make more sense to a lot of advertisers. Ben Wainbery, Jet.com display marketing manager, tells Google that they’ve found ad view are more likely to lead to a successful purchase within a day when our message is new and fresh in the minds of the customers.

The window settings will still be able to be customized for each conversion action from the Tool tabs > Conversions.