View-Based Conversions

What Does View-Based Conversions Mean?

View-based conversions are the result of a tracking method employed by Google AdWords. The view-based conversion strategy involves the following steps:

  • A web surfer views a display banner advertised using Google display network, but does not click it.
  • Then, the surfer goes to the advertiser’s website and performs the desired action, i.e., conversion (for example, buying the product displayed in the banner). The conversion may happen immediately or within a specific time period.

View-based conversion also known as view-through conversion.

Techopedia Explains View-Based Conversions

Advertisers should set a time period in their Google AdWords account to gauge the view-based conversions. The default time period is 30 days, but it can be adjusted as preferred. If the conversion does not happen within the time period specified in the advertiser’s AdWords account, it is not considered as a view-based conversion.

The advertisers can make use of view-through conversion tracking to better gauge return on investment (ROI) for their display ad campaigns. They can then optimize their display campaigns based on the response of the users to their display ads.

View-based conversion tracking helps advertisers to:

  • Identify the ideal sites or locations for their campaign to optimize the overall conversion rate.
  • Utilize the reporting data to identify which websites work effectively to run display-oriented, placement-targeted campaigns.
  • Maximize the campaign performance based on the response of the users to the display ads even if they do not click the ad.

If the user clicks the ad preceding the conversion, the conversion is viewed as a click-conversion. View-based conversions are monitored via the AdSense cookie, and they are only reported for display or banner ads placed on the Google content network. View-based conversions are not reported for text-based and search campaigns.


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Margaret Rouse
Technology Expert

Margaret is an award-winning technical writer and teacher known for her ability to explain complex technical subjects to a non-technical business audience. Over the past twenty years, her IT definitions have been published by Que in an encyclopedia of technology terms and cited in articles by the New York Times, Time Magazine, USA Today, ZDNet, PC Magazine, and Discovery Magazine. She joined Techopedia in 2011. Margaret's idea of a fun day is helping IT and business professionals learn to speak each other’s highly specialized languages.