Those who track and report on view-through conversions for display or video campaigns in AdWords may start seeing much lower numbers starting in April. As of March 29, 2017, the AdWords default view-through conversion window will shrink from 30 days to one day, according to an announcement from Google.
View-through conversions are counted when a user converts after a display or video ad impression is viewable but not clicked on. The change means that only conversions that occur within one day of an ad impression will be reported in AdWords as view-through conversions. The update will be applied to new conversion actions, in addition to existing ones currently set to the default conversion window.
“Consumers are constantly on the go, scrolling past ads as they read the news and swiping past them as they browse their favorite apps,” Google wrote in its announcement. “Your messages often reach people even when they don’t click. For instance, someone may see your ad for a holiday promotion on a blog during their morning commute and then decide to make a purchase later that day. That’s why view-through conversions, or VTCs, are important – they help you understand the impact of your ad impressions on campaign performance.”
For most advertisers, shrinking the default attribution window for view-through conversions to just one day will likely make sense. As Ben Wainberg, manager of display marketing at Jet.com, tells Google, “We’ve found ad views are more likely to lead to a purchase within one day, when our message is fresh in customers’ minds.”
Google explains that marketers who want to customize the view-through conversion window can still do so under “Conversions” in the Tools tab.