Question: Veronica is the marketing manager at a luxury sports car company and has set up a Display campaign for the company's most expensive and luxurious product line. She's now contemplating whether they need to alter their view-through conversion window. Should Veronica change their view-through conversion window, and why?
- No, because the sales cycle for a luxury car will be within the default window.
- Yes, because the sales cycle for a luxury car will be longer than the default window.
- No, because having a longer view-through conversion window will skew regular conversion data.
- Yes, because having a longer view-through conversion window will make the campaign look more impressive.
Explanation
A longer view-through conversion window is appropriate when the product has a long consideration period before purchase. Google Ads defines this window as the period after an ad impression during which a view-through conversion can still be recorded. The default window is 1 day unless it is changed, so high-ticket products with slower decisions can fall outside that default measurement period. Extending the window helps capture more delayed post-impression conversions and gives a more accurate picture of Display influence. Google Help+1
Why the other options are incorrect
Within the default window This is not the key consideration, because the decision depends on whether the actual sales cycle extends beyond the default 1-day view-through conversion window. Google Help+1
Skewing regular conversion data A longer view-through conversion window changes how long post-impression conversions can be counted, not how regular click-based conversions are measured. Google Help+1
Making the campaign look more impressive The purpose of this setting is measurement accuracy, not inflating reported performance. 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.