Question: Elizaveta is launching a Display campaign for a business with a longer than average sales cycle. She's thinking of setting up a custom view-through conversion lookback window instead of the default window. Why should Elizaveta consider setting up her own window?
- It'll assist her in analyzing the most interacted areas of the Display campaign within that time period.
- It allow her to identify more impressions for ads that weren't interacted with but later resulted in a conversion.
- It'll prevent interactions being attributed with more conversions than what they actually generated.
- It'll reveal to her which ad assets require optimization in order to improve conversion rates.
Explanation
A custom view-through conversion window is useful when the business has a longer sales cycle, because customers may convert several days after only seeing a Display ad. Google Ads defines view-through conversions as conversions that happen after an ad impression when the user does not interact with the ad first. The window controls how long after that impression Google Ads can still count the conversion, and the default view-through conversion window is 1 day unless it is changed. Extending the window can therefore capture more delayed post-impression conversions and give a more accurate measurement of Display impact. Google Help+2Google Help+2
Why the other options are incorrect
A) A longer view-through conversion window does not skew regular click-based conversion data; it changes how long post-impression conversions can be counted. Google Help+1
B) The decision is not whether the sales cycle fits inside the default window, but whether it extends beyond that default window and requires a longer measurement period. Google Help+1
D) The purpose of the setting is more accurate attribution of delayed conversions, not making campaign results appear stronger. Google Help+1
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.