By Pauline Vatelot 
Google Display Ads has always been a powerful platform for advertisers looking to reach large audiences across the web. With millions of partner sites and a variety of ad formats, advertisers have the ability to create captivating and effective campaigns. In an effort to further improve the measurement of advertising campaign effectiveness, Google recently announced the launch of Engaged View Conversions in Google Display Ads campaigns.
What are Engaged View Conversions?
Engaged View Conversions are a conversion metric introduced by Google to help advertisers better evaluate the performance of their advertisements on the Google Display Network. Unlike traditional conversions, which are typically measured based on clicks or direct user actions, Engaged View Conversions take into account conversions that result from meaningful user interaction with an ad, even if no immediate action is taken.
Additionally, Google Display Ads campaigns integrate EVC (engaged view conversions) into bidding, reporting, and billing for campaigns using CPA (target cost per action) and ROAS (return on advertising spend). This integration allows advertisers to better optimize their campaigns by taking into account meaningful user interactions with video ads.
It's important to note that EVC is only measured on video ads, not image ads. This change will be rolled out to all eligible CIDs (customer account identifiers) over the course of one week, starting May 13. This development marks a crucial step in improving the measurement of the effectiveness of advertising campaigns on the Google Display Network, providing advertisers with more precise data to optimize their advertising strategies.
For example, a meaningful interaction could include watching a video ad for a period of time, moving the mouse over a banner ad, or even playing ad content for an extended period of time. These actions indicate real interest on the part of the user, which can potentially lead to a subsequent conversion, even if it doesn't happen immediately after interacting with the ad.
Why are Engaged View Conversions important?
Engaged View Conversions offer several benefits to advertisers looking to understand the real impact of their advertising campaigns on the Google Display Network:
More precise measurement of advertising effectiveness
By taking into account meaningful user interactions with ads, Engaged View Conversions provide a more accurate measure of the effectiveness of an ad campaign. This allows advertisers to better understand how their ads influence user behavior and make more informed decisions about optimizing their campaigns.
Fairer attribution of conversions
Engaged View Conversions contribute to fairer attribution of conversions by recognizing the impact of ads on conversions that can occur after an initial interaction with the ad. This allows advertisers to better evaluate the complete customer journey and more fairly distribute credit between the different advertising tactics that contributed to a conversion.
Improved campaign profitability
By better understanding how user interactions with ads impact conversions, advertisers can optimize their campaigns to maximize ROI. This can include identifying the most effective ad formats, adjusting bids based on actual ad performance, and creating more engaging ad content.
How to track Engaged View Conversions?
To start tracking Engaged View Conversions in Google Display Ads campaigns, advertisers must enable this feature in their Google Ads account. Once enabled, Engaged View Conversions will automatically be included in campaign performance reports, alongside other conversion metrics such as conversions per click and conversions per interaction.
Advertisers can also use Engaged View Conversions to optimize their campaigns using bidding strategies based on the value of engaged conversions, adjusting ad placements to target sites where user interactions are more likely to lead to conversions, and testing different ad formats to see which generate the most engagement and conversions.
In conclusion, the launch of Engaged View Conversions in Google Display Ads campaigns represents a significant step forward in measuring advertising effectiveness on the Google Display Network. By taking into account meaningful user interactions with ads, this new metric provides advertisers with valuable information to optimize their campaigns and improve their ROI.
Do not hesitate to contact our Google Ads experts to optimize your advertising campaigns.