Question: Hunter is trying to assess the full value of the Google Display ad campaign he recently launched. Which types of conversions should he look at in order to achieve his objective?
- View-through
- Neither
- Click-through and view-through
- Click-through
Explanation
To measure the full value of a Display campaign, both click-based and impression-based conversion signals need to be reviewed. Google Ads records conversions after an ad interaction in its main conversion reporting, while view-through conversions capture cases where someone sees a Display ad, does not interact, and later converts. Looking at both gives a broader view of how Display contributes across direct response and post-impression influence. Relying on only one of those conversion types leaves part of Display performance out of the analysis. Google Help+2Google Help+2
Why the other options are incorrect
A) View-through conversions alone miss conversions that happened after an ad interaction, so they do not show the full value. Google Help+1
B) Google Ads does measure Display impact through click-based and view-through conversions, so this is incorrect. Google Help+1
D) Click-through conversions alone exclude impression-led influence, which is an important part of Display measurement. Google Help+1
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.