Question: When setting up a Display campaign, should an online retailer change their view-through conversion window for a product with a long sale cycle?
- Yes, because the sales cycle for that product may be longer than the default window.
- No, because having a longer view-through conversion window will skew regular conversion data.
- No, because the sales cycle for that product will be within the default window.
- 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 customers often convert several days after only seeing a Display ad. Google Ads defines view-through conversions as conversions that happen after an ad impression when the user did not interact with the ad first. Google Ads also lets advertisers customize how long those impression-led conversions can be counted, and the default view-through conversion window is 1 day if it is not changed. For products with a longer sales cycle, extending that window helps measurement capture more of Display’s delayed influence. Google Help+2Google Help+2
Why the other options are incorrect
B) A longer view-through conversion window does not skew regular click-based conversion data; it changes how impression-led conversions are counted. Google Help+1
C) This is incorrect because a long sales cycle can extend beyond the default 1-day view-through conversion window. Google Help+1
D) The purpose is more accurate measurement of delayed conversions, not making campaign results appear stronger. 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.