View–through conversions are available only to:
advertisers that have implemented Conversion Optimizer
advertisers that have implemented Conversion Tracking
advertisers that are using AdWords for Video
advertisers that have opted into the Search Network
For a view-through conversion search to occur, the user must completes these steps:
- User sees a display image or rich media ad on the display network, but does not click on it.
- User completes a conversion on your site. In order to use use view-through conversions you need a conversion tracking set. Note: View-through conversions automatically exclude conversions from people who’ve also clicked your Search ads.
Once you’ve set up conversion tracking, you’ll have access to a handy set of reports about your conversions.
Read more here: https://support.google.com/adwords/answer/1722023
Once you’ve set up conversion tracking, you’ll have access to a handy set of reports about your conversions(those important actions your customers take on your website, such as a purchase or email signup).
Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.
Attribution reports can give you detailed information about the paths that lead people to conversions for your business. You can see whether certain keywords assisted conversions that eventually happened through other keywords. This gives you a better sense of your potential customers’ conversion paths than just looking at the last-clicked keyword.
We’ll tell you where to find Attribution reports and what they can tell you below.
About the reports
Attribution reports help you understand different aspects of your conversions data.
To find attribution reports:
- In the previous AdWords experience, select Tools, then Attribution.
- In the new AdWords experience, click the 3-dot icon in the upper right. Under “Measurement,” select Search attribution.
The “Attribution overview” report
The overview report gives you a high-level view of your conversion paths. It tells you not just how many conversions you received, but also on average how many days, ad clicks, and ad impressions it took users to convert. This provides valuable insight into the length of your conversion paths.
The “Conversions” reports
If you have multiple conversion actions defined, the Top Conversions report tells you how many conversions you received for each conversion action.
The Assisted Conversions report show the number of conversions your advertising assisted.
Often, the last click before a conversion gets all the credit. But along the way, other clicks and impressions might have guided your customers toward that conversion. Two numbers can help you see that fuller picture:
- Click-assisted conversions: All the conversions assisted by clicks—except for the last click—for each keyword.
- Impression-assisted conversions: Conversions that were assisted by impressions before the last click. This report lets you see how many conversions each keyword, ad group, or campaign assisted with an impression.
This report is a great resource to quickly identify which keywords are helping to drive the most conversions. You may find that some keywords are the last click for very few conversions, but actually assisted many conversions. In those instances you may choose to test increasing investment for these keywords to see whether you can drive more conversions for your business.
Tip: Include assisted-conversion data in your core reports
Since assisted-conversion data is most useful when considered alongside the rest of your performance data, this information is also available in your keyword, ad group, campaign, and ad reports. Assisted conversion statistics can give you a more complete picture of the value of your individual keywords. By integrating this information directly into your reports, you can more easily make targeted decisions based not only on conventional metrics like average cost-per-click (CPC), clickthrough rate (CTR), and conversion rate, but also based on the value your keywords contribute throughout the entire search experience.
The “Cross-Device Activity” reports
The Devices, Assisting Devices, and Device Paths reports show you not only when customers interact with multiple ads before completing a conversion, but also when they do so on multiple devices. This gives you valuable insight into how your customers use different devices on their path to conversion. For more information, see About cross-device attribution.