About view-through conversion optimized bidding for App campaigns

View-through conversions (VTC) optimization is a bidding solution that integrates view-through conversion signals into the models that power App campaigns for installs, allowing for greater scale and increased user reach. This bidding solution aims to increase views and eventually view-through conversions for certain ad formats on the Google Display network (AdMob) and YouTube. Note that this solution is currently only available for campaigns promoting Android apps.

Here's how reporting will change with this feature:

• VTCs for targeted conversions that occur on eligible inventories will no longer populate in the VTC column. Instead, they will serve as an important signal for conversion optimization, so they’ll be reported at the ad event type level in the "Conversions" column.
• The VTC column will still populate conversions occurring on ineligible inventories or for non-targeted events.

On this page

• VTC optimization settings
• How to manage VTC optimization
• Reporting in Google Ads
• VTC reporting with Google-partnered AAPs
• Considerations for Google-partnered AAPs

VTC optimization settings

You can always adjust your settings for VTC optimized bidding and reporting. For VTC optimized bidding, you can turn the setting on or off during campaign construction or while editing the settings of an existing campaign.

How to manage VTC optimization

To manage VTC bidding optimization at the campaign-level, follow the instructions below:

1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. In the "Settings" section, select the "View-through conversion optimization" drop down.
5. You’ll find options to set this feature to either On or Off.
6. You can disable VTC optimization by selecting the Off radio button.

Reporting in Google Ads

To check VTC-optimized conversions reporting, follow the instructions, below:

1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Click the segment icon Segment, and hover over Conversions.
5. Select Ad event type.
   • You’ll find VTC-optimized conversions listed as "Impression".

Note that the VTC column will still populate conversions when:

• VTCs occur on ineligible traffic
• VTCs occur for non-targeted events

VTC reporting with Google-partnered AAPs

To accurately evaluate VTCs with AAPs, ensure "view-through conversion" interaction type reporting is enabled in your AAP.

While not mandatory, aligning conversion windows between Google Ads and AAPs can help reduce reporting discrepancies. For instance, in Google Ads, the default "View to install" window is one day, while the default "View to app event" window is 90 days.

Considerations for comparison with AAPs

Discrepancies in VTC reporting can arise due to the following reasons:

• Cross-network attribution: AAPs typically give credit to a single ad for a given conversion, and while not common, sometimes the conversions that Google reports could be credited to other networks (and vice-versa).
• Separation of VTCs in reporting: AAPs don’t distinguish between VTCs for targeted and non-targeted events. In Google Ads, VTCs for targeted events will populate in the Conversions column, and VTCs for non-targeted events will be logged in the "View-through conversions" and "All conversions" columns.

Related links

• Understand your conversion tracking data
• About Active View technology
• About Engaged-view conversions