Ray has been running Display campaigns for over a month, and sales have increased since he started. Even so, while the Display ads are producing high click-through-rates, they appear to be producing fewer conversions than Search ads. What's the most likely explanation for this assumption?

This pattern is common because Display often creates an earlier touchpoint in the conversion path, while another channel receives the final credit for the purchase. Google Ads states that attribution reports show how different advertising efforts work together to create conversions, which means a Display click can assist a later conversion that is ultimately credited elsewhere. Google Help+1 A high click-through rate therefore does not guarantee that Display will receive the recorded conversion under the selected attribution model. In many paths, users click a Display ad, return through another channel later, and convert there instead