Question: How do view-through conversions help to evaluate Display campaign performance?
- They present converting customers with a short survey, asking about their experience leading up to the purchase they completed.
- They determine various signals from placement and audience reports, then narrowing down the best performing areas of a Display campaign.
- They tell you when customers see — but don't interact with your ad — and then later complete a conversion on your site.
- They identify and breakdown which traffic, exclusively from Display, resulted in creating conversions.
Explanation
View-through conversions show when someone sees a Display ad, does not interact with it, and later completes a conversion on the site. That makes them important for evaluating Display because they capture impression-based influence that click-based reporting misses. Google Ads explains that these conversions help measure the full value of display and video campaigns. They are reported in the View-through conversions and All conversions columns, not only through direct ad interaction metrics. Google Help+1
Why the other options are incorrect
A) Google Ads does not use view-through conversions to survey customers after purchase; it uses them to measure post-impression conversions. Google Help
B) Placement and audience reports can help with optimization, but view-through conversions do not identify the best-performing campaign areas in that way. Google Help+1
D) View-through conversions are not limited to breaking down traffic sources; they specifically measure conversions that happen after an ad impression without interaction. Google Help
Source for verification
https://support.google.com/google-ads/answer/16542520
https://support.google.com/google-ads/answer/3419678
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.