Question: Ray has been running Display campaigns for over a month, and sales have increased since he started. Even so, while the Display ads are producing high click-through-rates, they appear to be producing fewer conversions than Search ads. What's the most likely explanation for this assumption?
- Ray is focusing on view-through conversions rather than click-through conversions.
- People that click on the Display ads are purchasing through another channel.
- Conversion tracking isn't enabled currently.
- People aren't seeing the Display ads.
Explanation
This pattern is common because Display often creates an earlier touchpoint in the conversion path, while another channel receives the final credit for the purchase. Google Ads states that attribution reports show how different advertising efforts work together to create conversions, which means a Display click can assist a later conversion that is ultimately credited elsewhere. Google Help+1 A high click-through rate therefore does not guarantee that Display will receive the recorded conversion under the selected attribution model. In many paths, users click a Display ad, return through another channel later, and convert there instead. Google Help+1
Why the other options are incorrect
A) View-through conversions apply when a user sees but does not interact with an ad, so they do not explain lower credited conversions after Display clicks. Google Help+1
C) Without conversion tracking, there would not be a reliable basis for comparing Display conversions with Search conversions. Google Help+1
D) High click-through rates indicate the ads are being seen and clicked, so lack of visibility is not the issue. Google Help
Source for verification
Google Ads Help: About attribution reports. Google Help
Google Ads Help: About attribution models. Google Help
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.