Question: What should you look at to measure the full value of a Display campaign?
- Click-through conversions only
- Click-through conversions and view-through conversions
- Viewability metrics
- View-through conversions only
Explanation
For Display, the fullest measurement combines click-based conversion reporting with view-through conversions. Google Ads records conversions after ad interaction in its main conversion reporting, while view-through conversions capture people who saw a Display ad, did not click, and converted later. Looking at both prevents undercounting Display’s influence, because Display can drive outcomes through direct interaction and through impression-based assist. Reviewing only one of those signals leaves part of the campaign’s value out of the analysis. Google Help+1
Why the other options are incorrect
Click-through only This excludes impression-led impact, so it does not show the full effect of a Display campaign. Google Help+1
Viewability metrics Viewability helps evaluate whether ads were seen, but it does not replace conversion measurement. Google Help+1
View-through only This excludes conversions that happened after ad interaction, so it is also incomplete. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/16542520
https://support.google.com/google-ads/answer/6270625
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.