In the realm of online advertising, a critical concept to grasp is that of the conversion window. This window represents the duration following an interaction with an ad during which a conversion, such as a purchase or sign-up, is attributed to that specific ad interaction. Essentially, it’s the timeframe within which the impact of an ad interaction is measured in terms of conversions.
Google Defines The Conversion Window As:
“A conversion window is the period of time after an ad interaction during which a conversion, such as a purchase, is recorded in Google Ads.”
It’s important to note that various types of ad interactions exist, including clicks, views, and calls. Google Ads recognizes three primary types of conversion windows, each tailored to specific types of interactions:
- Click Through Conversion Window
- View Through Conversion Window
- Engaged View Through Conversion Window
Click Through Conversion Window:
This window pertains to instances where a user clicks on your ad and subsequently converts at a later time.
Applicable across all campaign types, including search, shopping, display, and video, whenever a user initiates a click on the ad.
View Through Conversion Window:
In this scenario, a user may encounter your ad but doesn’t directly interact with it. However, they later convert without any direct interaction with the ad.
This window accounts for the latent impact of ad impressions on user behavior and conversion actions.
Engaged View Through Conversion Window:
Reserved exclusively for video ads, this conversion window captures instances where users engage with video content but don’t necessarily interact with the ad.
By default, only skippable ads are considered for engaged view through conversions, providing insight into the effectiveness of video ad campaigns.
| Click Through Window | View through Window | Engaged view through window |
|---|---|---|
| Clicked on our Ad. | Viewed our Ad. | Engaged with our Ad. |
| Did not make any conversion. | Did not make any conversion. | Did not make any conversion. |
| After sometime the user comes back and makes a conversion without clicking our Ad. | After sometime the user comes back and makes a conversion without clicking our Ad. | After sometime the user comes back and makes a conversion without clicking our Ad. |
If user converts thorough conversion window, that means our Ad made an impact and helped in a conversion.
Conclusion
In summary, conversion windows in Google Ads offer valuable insights into the effectiveness of ad campaigns across different types of interactions, empowering advertisers to optimise their strategies and maximise their return on investment.
