If you are running a Display or Retargeting campaign you have probably been exposed to View Through Conversions (VTC): View Through Conversions are conversions where a customer saw — but did not click — a display ad on the display network before completing a conversion. There is a lot of debate on if you should count View Through Conversions or ignore them. How can you be sure they legitimately assisted in the conversion?
A/B Testing vs a Blank Ad
- Create 2 different but equal non-overlapping campaigns
(If you use AdRoll your rep will be happy to set this up for you)
- Campaign A will serve your “normal” ad
Campaign B will serve a Public Service Announcement ad (in our case it was an ad for the SPCA)
- Run both campaigns for a few weeks
- Do the math:
Real Life Example
Valid VTCs = (329 – 261) / 329 = 20%
This means that only 1 in 5 View Throughs actually assisted with conversions — the other 80% had no effect and should be ignored. These results are specific to BOATERexam.com — your results will vary depending on your business and ad creative.
- Retargeting: What it is & How to use it (seomoz.org)
- How to track viewthrough conversions with retargetting (hiddenaudience.com)
- View Through Conversions Fact or Fiction (onlinemarketr.com)
- 3 View Through Conversion Attribution Problems (ppchero.com)