Question: The main goal of the marketing team at a cosmetics company is to drive sales through their website, and they also want to use a Video action campaign to drive conversion events like page visits and adding-to-cart. Why is it a good idea for the marketing team to track those lighter conversion events?
- because they help increase brand awareness.
- because they have the same value of a primary conversion.
- because they create greater loyalty among customers.
- because they can be predictive of a full sale.
Explanation
Lightweight conversion events give Google Ads more signals from users who show meaningful progress toward purchase. Actions such as page visits and add-to-cart events can indicate purchase intent before a completed sale happens. For a Video action campaign, these signals help bidding and optimization systems learn from behavior that may lead to a full sale. This is useful when final purchases have lower volume or longer decision paths.
Why the other options are incorrect
Brand awareness is not the purpose of tracking lower-funnel conversion events.
Primary conversion value is incorrect because lighter actions usually do not carry the same value as completed sales.
Customer loyalty is not created by tracking site interaction events.
Source for verification
https://support.google.com/google-ads/answer/10146226?hl=en
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 Video Professional Certification" page.