As we began full-scale YouTube advertising, we decided to incorporate view-through conversions into our evaluation.
However, if you run YouTube ads in the same Google Ads account as search ads, you may lose last-touch conversions to search ads and display ads .
There is a tool called " Cross-Network Report " that allows for attribution analysis, but this function only covers click conversions and engagement conversions, and does not include view-through lebanon phone number resource conversions (as of May 2021). Therefore, if you combine search and video ad accounts, it is inevitable that view-through conversions will be hidden.
support.google.com
About cross-network attribution (beta) - Google Ads Help
Consumer journeys are complex, and marketers need the tools to understand how different networks, campaigns, and ads work together to create conversions. The attribution report...
What we did
To address the above issues, we created an account dedicated to video ads and delivered YouTube ads , which enabled us to keep track of all view-through conversions for video ads.
However, please note that this method will lose the advantage of multi-touch attribution that can be obtained by running search ads, display ads, and video ads under one account . If you have a clear goal for video ads alone, it may be a good idea to run them in separate accounts.
Knowledge and learning gained
As a test, we ran video ads on the same account as search ads for one month in order to find out how much of the final conversion from video ads is taken over by search and display ads.
As a result, conversions on the video ad campaign management screen decreased by 44% compared to when the accounts were operated separately . Of these, conversions (clicks + views) decreased by 38% and view-through conversions decreased by 47%. Since this is a short-term test, it is not possible to speak about overall trends from this data, but it may be useful as a reference.
