Question:You’re planning to run a video action campaign. How should you approach your measurement strategy?
- Measure the full value with Google Ads conversion tracking and exclude lighter conversion events.
- Measure only complete offline conversions for a more accurate return on investment calculation.
- Measure the full value with Google Ads conversion tracking and include lighter conversion events.
- Measure only complete online conversions for a more accurate return on investment calculation.
The correct answer is:Measure the full value with Google Ads conversion tracking and include lighter conversion events
Explanation: When running a Video Action campaign, it’s essential to use a comprehensive measurement strategy that tracks the full range of conversions—including both complete offline and online conversions as well as lighter conversion events.
With Google Ads conversion tracking, advertisers can measure and attribute conversions across multiple touchpoints, giving a clear picture of how the campaign drives user actions. By tracking lighter events like clicks, form submissions, and sign-ups alongside major conversions, you get a holistic view of your campaign’s impact on user behavior.
This approach provides a more accurate understanding of ROI and helps advertisers make informed decisions about budget allocation, campaign adjustments, and optimization strategies to maximize performance and meet marketing objectives.