Definition
Engaged-View Conversions (EVCs) are conversions that occur after a user watches a video ad but does not click on it, and later completes a conversion within a defined conversion window.
This metric is available in Google Ads and is primarily used for YouTube and video campaigns.
How It Works
An engaged-view conversion is counted when:
- A user watches at least 10 seconds of a skippable in-stream video ad (or watches the full ad if it is shorter than 10 seconds).
- The user does not click the ad.
- The user later converts on your website within the engaged-view conversion window (for example, within 3 days, depending on settings).
Google attributes the conversion to the video engagement, even though no click occurred.
Why It’s Important
Engaged-view conversions help advertisers:
- Measure the true impact of video advertising
- Understand view-based influence on performance
- Capture upper- and mid-funnel impact
- Improve automated bidding for video campaigns
Without EVC tracking, video campaigns may appear to drive fewer conversions than they actually influence.
Key Considerations
- Only applies to certain video ad formats (such as skippable in-stream ads).
- The engaged-view conversion window can be adjusted in conversion settings.
- Works best when conversion tracking is properly implemented.
Engaged-View Conversions provide a more complete picture of how video ads contribute to conversions, even when users don’t immediately click but convert later.