Paul asks his team to enable and report on view-through conversions in their client Google App campaigns. Why are view-through conversions important to include?

View-through conversions (VTCs) are crucial because they capture conversions that occur after a user sees an ad but doesn't interact with it directly. This provides a more complete picture of an ad campaign's impact, especially for brand awareness and upper-funnel efforts where direct clicks are less common. By including VTCs, advertisers gain additional conversion data, leading to better-informed decisions about budget allocation, creative optimization, and overall campaign strategy. While VTCs can involve YouTube placements, their primary importance isn't about unlocking segmentation. They also don't directly facilitate comparisons with competitors or solely prioritize video assets, though they can indirectly inform these areas by showing the full value of impressions.