Elvis has expressed to you that he is worried that the performance metrics of his Google Display ad campaigns are lower than he expected. What can you tell him to possibly allay his fears?

For Display, the Conversions column shows only part of the campaign’s impact because it mainly reflects conversions after an ad interaction. Google Ads tracks view-through conversions separately when someone sees a Display ad, does not click, and converts later. Those conversions are reported in View-through conversions and All conversions, so the campaign can be contributing more value than the main conversion count suggests. Display can also influence earlier steps in the path to purchase, which means some of its effect may not appear in a simple last-click view