Question: Archie works for a car retailer and is setting up a Display campaign for its most expensive line. He is now ondering whether he needs to alter their view-through conversion window. What factor will he need to consider in determining this?
- Whether a longer window will skew regular conversion data
- Whether the sales cycle for that model will be within the default window
- Whether the sales cycle for that model will be longer than the default window
- Whether a longer window will make the campaign look more impressive
Explanation
Google Ads lets advertisers customize the view-through conversion window, which determines how long an ad impression can receive credit for a later conversion. The default view-through conversion window is 1 day unless it is changed. For higher-consideration products, customers often convert well after first seeing a Display ad. If the sales cycle lasts longer than the default window, extending the window helps capture more delayed post-impression conversions and gives a more accurate measurement of Display impact.
Why the other options are incorrect
A longer window skewing regular conversion data This is incorrect because the setting changes how view-through conversions are counted, not how regular click-based conversions are measured.
Within the default window This is incorrect because the decision depends on whether the actual sales cycle exceeds the default 1-day view-through conversion window.
Making the campaign look more impressive This is incorrect because the purpose of the setting is measurement accuracy, not inflating reported performance.
Source for verification
https://support.google.com/google-ads/answer/7320922
https://support.google.com/google-ads/answer/3123169
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.