When calculating conversions, conversion rates, Cost Per Acquisition (CPA), and Return On Ad Spend (ROAS), Google excludes view-through conversions (VTCs) and their associated values.
VTCs are also turned off by default in reporting, until now! Because Google launched them for Demand Gen.
In contrast to the industry standard, other advertising platforms emphasize VTCs in their reporting and incorporate them into their performance models. With this new methodology, VTCs are now included in conversion metrics.
In this example, assume a campaign spend of $1000 USD, with each conversion valued at $100 USD.
Since Google typically doesn’t account for VTCs, the advertiser misses out on 20 additional conversions and the associated conversion values, compared to other advertising platforms that do include VTCs.
This results in a significant percentage difference in conversions and ROAS.
With the new Conversion, campaign type attribution model you can now include VTC.
