Someone browsing the Internet sees a Google Ads display ad for laptopcomputers on a Display Network site, but doesn’t click on it. Two weekslater, she’s interested in buying a laptop and decides to visit thesite from the ad. She finds the site by doing a Google search, goesdirectly to it, and buys a laptop. In this scenario, view–throughconversions would be valuable for the advertiser because it could:

Someone browsing the Internet sees a Google Ads display ad for laptop computers on a Display Network site, but doesn’t click on it. Two weeks later, she’s interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view–through conversions would be valuable for the advertiser because it could:

• measure the number of conversions associated with ad impressions

• measure the number of potential clicks associated with ad impressions

• track the number of people who saw the ad but didn’t convert

• track the IP addresses of people who saw the ad