When setting up a Display campaign, should an online retailer change their view-through conversion window for a product with a long sale cycle?
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Correct answer: Yes, because the sales cycle for that product may be longer than the default window..
Why this is the answer
A longer view-through conversion window is appropriate when customers often convert several days after only seeing a Display ad. Google Ads defines view-through conversions as conversions that happen after an ad impression when the user did not interact with the ad first. Google Ads also lets advertisers customize how long those impression-led conversions can be counted, and the default view-through conversion window is 1 day if it is not changed. For products with a longer sales cycle, extending that window helps measurement capture more of Display’s delayed influence
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