The marketing team of a skin care company has the primary goal of driving sales through their website. They set up a Video action campaign to also track conversion events like page visits and adding-to-cart. Why would it be advisable for the marketing team to track these lighter conversion events?

Tracking lighter conversion actions such as site visits and add-to-cart events gives Google Ads earlier signals before purchases accumulate. Google’s guidance for conversion-focused Video campaigns specifically recommends optimizing for lightweight conversion events because they provide valuable signals that help the system achieve results faster. Smart Bidding uses conversion data to predict how likely an ad engagement is to lead to a conversion. Since these actions happen earlier in the path to purchase, they can indicate which users are more likely to complete a sale later. Google Help+1