If you're running a video action campaign, how should you approach your measurement strategy?

For Video Action Campaigns, it's crucial to measure the full value of conversions using Google Ads conversion tracking. This includes not only "hard" conversions like purchases but also "lighter" conversion events such as newsletter sign-ups, lead form submissions, or adding items to a cart. These lighter actions indicate user engagement and progress toward a final conversion, providing a more comprehensive understanding of campaign performance and user journey. Measuring only complete online or offline conversions would miss valuable insights into user behavior and the campaign's impact on earlier stages of the sales funnel. Excluding lighter conversion events would lead to an incomplete picture of your campaign's effectiveness and could undervalue its true impact.