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Google Ads Engaged-View Conversions

Published on: December 7 2022 by Paid Media Pros

Google Ads Engaged-View Conversions

Google Ads Engaged-View Conversions

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00:00:00 00:00:04 probably the most common question i get
00:00:02 00:00:06 when running any sort of video campaign
00:00:04 00:00:08 in google ads is what impact is this
00:00:06 00:00:10 video having is it worth running and
00:00:08 00:00:12 putting money towards promoting it and
00:00:10 00:00:14 hopefully by now you understand that
00:00:12 00:00:17 your video ads can appear in much more
00:00:14 00:00:18 campaign types than just youtube ads
00:00:17 00:00:21 that's where engaged view conversions
00:00:18 00:00:23 can come in it's a fairly newer feature
00:00:21 00:00:25 but it can help show the value of why it
00:00:23 00:00:27 is important to run video campaigns to
00:00:25 00:00:29 really promote your brand or your
00:00:27 00:00:31 product in this video we're going to
00:00:29 00:00:32 show you what engaged view conversions
00:00:31 00:00:33 are
00:00:32 00:00:35 how they work
00:00:33 00:00:37 what campaign types can use and view
00:00:35 00:00:39 engaged view conversion metrics
00:00:37 00:00:41 where you can edit the default
00:00:39 00:00:43 conversion window within google ads and
00:00:41 00:00:45 how you can look at those metrics within
00:00:43 00:00:46 your reporting
00:00:45 00:00:48 i think the first thing that we have to
00:00:46 00:00:50 tok about is to explain how engaged
00:00:48 00:00:52 view conversions work and it's going to
00:00:50 00:00:55 be a lot easier than you think first a
00:00:52 00:00:57 user has to watch at least 10 seconds of
00:00:55 00:00:59 a skippable video so these are going to
00:00:57 00:01:01 be the in-stream ads that a user can
00:00:59 00:01:04 skip after five seconds now in some
00:01:01 00:01:05 cases you might use an ad that is less
00:01:04 00:01:07 than 10 seconds and remember these are
00:01:05 00:01:09 skippable ads so i am not toking about
00:01:07 00:01:11 bumper ads so if you have a skippable
00:01:09 00:01:13 in-stream video that is less than 10
00:01:11 00:01:15 seconds the user needs to watch the
00:01:13 00:01:17 entire video without skipping after a
00:01:15 00:01:19 user watches the video in one of the two
00:01:17 00:01:21 requirements that i just mentioned it's
00:01:19 00:01:24 either or the user then must convert
00:01:21 00:01:25 within the engaged view window and we're
00:01:24 00:01:27 going to tok about engage view windows
00:01:25 00:01:29 coming up and then a really important
00:01:27 00:01:32 part is that we have to remember these
00:01:29 00:01:35 are view through conversions if the user
00:01:32 00:01:37 clicks on the ad and eventually converts
00:01:35 00:01:38 that will not count as any sort of view
00:01:37 00:01:40 through conversion if the user clicked
00:01:38 00:01:42 on the ad those are going to count
00:01:40 00:01:44 through your click through metrics as i
00:01:42 00:01:45 said in the intro the whole point of
00:01:44 00:01:48 this type of conversion is to try to
00:01:45 00:01:50 prove the impact your video ads are
00:01:48 00:01:52 having by someone just seeing it so now
00:01:50 00:01:54 we can move on and start toking about
00:01:52 00:01:57 which types of campaigns can report on
00:01:54 00:01:59 engaged view conversions the first one
00:01:57 00:02:00 is a no-brainer pretty much been toking
00:01:59 00:02:02 about video for the most part however
00:02:00 00:02:04 it's not all types of video campaigns
00:02:02 00:02:07 within google ads these are going to be
00:02:04 00:02:09 the video action campaigns whether it's
00:02:07 00:02:10 view for action or the newer pure video
00:02:09 00:02:12 action campaigns i'm not going to
00:02:10 00:02:15 explain further what a video action
00:02:12 00:02:16 campaign is i already created a video
00:02:15 00:02:18 about it so you can check that out here
00:02:16 00:02:20 but pretty much it's really conversion
00:02:18 00:02:22 focus if you're really focused on
00:02:20 00:02:24 getting leads getting sales driving
00:02:22 00:02:26 traffic to the website pretty much your
00:02:24 00:02:28 goal is to user to actually do something
00:02:26 00:02:30 and not just see your ad
00:02:28 00:02:32 next engage view conversions are
00:02:30 00:02:35 available for display campaigns this is
00:02:32 00:02:37 because you can add videos to your
00:02:35 00:02:39 responsive display ads and these display
00:02:37 00:02:42 ads containing your video can appear on
00:02:39 00:02:45 a variety of websites and apps just like
00:02:42 00:02:46 a performance max campaign if you do not
00:02:45 00:02:48 hand select the videos that you would
00:02:46 00:02:50 want to appear within your responsive
00:02:48 00:02:52 display ads google can still create
00:02:50 00:02:55 videos based upon the assets and the
00:02:52 00:02:56 text that you have uploaded into the ad
00:02:55 00:02:58 i always like to have that control so i
00:02:56 00:03:00 would still recommend creating your own
00:02:58 00:03:02 video and adding it to all of your
00:03:00 00:03:04 responsive display ads if you don't know
00:03:02 00:03:06 how to create your own video there is a
00:03:04 00:03:08 newer builder tool available within the
00:03:06 00:03:09 asset library and you can check out a
00:03:08 00:03:12 video we made about it right here and
00:03:09 00:03:14 the last campaign site for now is the
00:03:12 00:03:16 universal app campaign it is a big part
00:03:14 00:03:18 of app download campaigns so you'll be
00:03:16 00:03:20 able to look at engage view conversions
00:03:18 00:03:22 on this level as well now i keep saying
00:03:20 00:03:25 for now because we know videos are
00:03:22 00:03:27 available in other campaign types like
00:03:25 00:03:28 performance max i'm not saying engage
00:03:27 00:03:30 view conversions are coming to those
00:03:28 00:03:32 campaigns anytime soon and i haven't
00:03:30 00:03:33 heard anything from google saying that
00:03:32 00:03:35 they are but it would be something i
00:03:33 00:03:37 would just try to keep an eye out for it
00:03:35 00:03:39 if you are really focused on adding more
00:03:37 00:03:41 videos to different campaign types now i
00:03:39 00:03:43 want to hop into google ads so i can
00:03:41 00:03:45 show you where you can view the engage
00:03:43 00:03:47 view conversions reporting
00:03:45 00:03:49 first we're going to tok about display
00:03:47 00:03:51 engaged view conversions reporting this
00:03:49 00:03:53 one doesn't give you as much clear-cut
00:03:51 00:03:54 information on engage view conversions
00:03:53 00:03:56 but i at least have to show you where
00:03:54 00:03:57 they live so you can see in the top
00:03:56 00:03:59 navigation i'm only looking at display
00:03:57 00:04:01 campaigns here and you want to make sure
00:03:59 00:04:03 that you have the all conversions
00:04:01 00:04:04 columns added to your report if you
00:04:03 00:04:06 don't know where that is head up to
00:04:04 00:04:09 columns then you can modify your columns
00:04:06 00:04:10 and then find the row for conversions
00:04:09 00:04:12 and there we see the option a little bit
00:04:10 00:04:14 further down below so you just need to
00:04:12 00:04:16 apply that which we already have done
00:04:14 00:04:17 and now we're back to the main screen so
00:04:16 00:04:19 you see for this one campaign that's
00:04:17 00:04:21 enabled the difference between the
00:04:19 00:04:23 conversions column and the all
00:04:21 00:04:25 conversions column engaged view
00:04:23 00:04:27 conversions for display are included in
00:04:25 00:04:29 the all conversions column so this not
00:04:27 00:04:32 only includes the conversions column
00:04:29 00:04:33 information but it also includes other
00:04:32 00:04:36 type of information like phone calls
00:04:33 00:04:38 store visits and yes the engaged view
00:04:36 00:04:40 conversions again it doesn't give you
00:04:38 00:04:42 the best information that's all we have
00:04:40 00:04:45 for now for display the better type of
00:04:42 00:04:46 reporting is for video and app campaigns
00:04:45 00:04:49 so let me show you in a different
00:04:46 00:04:51 account so right now i am just looking
00:04:49 00:04:53 at video campaigns within this specific
00:04:51 00:04:55 account and i know pretty much all of
00:04:53 00:04:57 them are running video action campaigns
00:04:55 00:04:59 it's another reminder it has to be video
00:04:57 00:05:00 action campaigns or trueview for action
00:04:59 00:05:02 so you may not see this for all of your
00:05:00 00:05:04 video campaigns if you're trying to look
00:05:02 00:05:06 at engage view reporting but for videos
00:05:04 00:05:09 and apps just go to segment head down to
00:05:06 00:05:11 conversions and then segment by add
00:05:09 00:05:12 event type so let's just look at this
00:05:11 00:05:16 first campaign right here this first
00:05:12 00:05:18 campaign has a total of 345 conversions
00:05:16 00:05:20 but if we split it out then we get a
00:05:18 00:05:22 better understanding of the click-based
00:05:20 00:05:24 conversions and then your engaged views
00:05:22 00:05:26 conversions so this is a way to report
00:05:24 00:05:28 back of more people are actually
00:05:26 00:05:30 converting after just watching your
00:05:28 00:05:31 video and not clicking on your ad this
00:05:30 00:05:33 might tell a different story than what
00:05:31 00:05:35 you've been originally reporting on
00:05:33 00:05:36 thinking those 345 conversions oh they
00:05:35 00:05:38 all came from people clicking on my
00:05:36 00:05:40 video ad that's not true so now it makes
00:05:38 00:05:43 sense to tok about the conversion
00:05:40 00:05:45 windows for engaged view conversions
00:05:43 00:05:47 there are set default windows put in
00:05:45 00:05:49 place by google but advertisers can
00:05:47 00:05:51 adjust the default conversion windows
00:05:49 00:05:53 within the conversion section within
00:05:51 00:05:55 google ads so before we look at
00:05:53 00:05:57 adjusting conversion windows let's tok
00:05:55 00:05:58 about the window defaults
00:05:57 00:06:00 i'm going to start off with video again
00:05:58 00:06:02 but the default conversion window for
00:06:00 00:06:04 your video campaigns whether it's the
00:06:02 00:06:06 video action campaign or the trueview
00:06:04 00:06:08 for action campaign is going to be three
00:06:06 00:06:10 days that is someone views the video
00:06:08 00:06:12 doesn't click on the ad but they convert
00:06:10 00:06:14 through some other means within three
00:06:12 00:06:16 days for display campaigns the default
00:06:14 00:06:18 conversion window for engaged view is
00:06:16 00:06:20 also three days and then for app
00:06:18 00:06:22 campaigns it's going to be split into
00:06:20 00:06:24 two categories for the app campaign
00:06:22 00:06:26 objective for installs the engage view
00:06:24 00:06:28 conversion window default is two days
00:06:26 00:06:30 and then for the app engagement
00:06:28 00:06:32 objective the engage view conversion
00:06:30 00:06:35 window is only one day so these are the
00:06:32 00:06:37 defaults put in place by google ads but
00:06:35 00:06:40 as i said earlier the advertiser has the
00:06:37 00:06:41 ability to adjust the conversion windows
00:06:40 00:06:43 so let's hop back into google ads and
00:06:41 00:06:45 i'll show you how to do this
00:06:43 00:06:47 i'm in the conversion section within
00:06:45 00:06:49 google ads to find that you would go up
00:06:47 00:06:50 to your tools and settings and then
00:06:49 00:06:52 under measurement it's the first option
00:06:50 00:06:55 conversions so i can click on any one of
00:06:52 00:06:57 these conversion actions and edit them
00:06:55 00:06:58 if need be i'll show you how to do that
00:06:57 00:07:00 in a little bit but if you're creating
00:06:58 00:07:02 brand new conversion actions you can
00:07:00 00:07:04 adjust the engage view conversion window
00:07:02 00:07:06 right away so you would go up click on
00:07:04 00:07:07 new conversion action there's a few
00:07:06 00:07:09 other steps i already have another
00:07:07 00:07:10 window open eventually you'll get to
00:07:09 00:07:12 some point i'm going to add a conversion
00:07:10 00:07:13 action manually just going to scroll
00:07:12 00:07:15 down because you can fill out the other
00:07:13 00:07:17 information as you want and there we see
00:07:15 00:07:19 engage view conversion window this one's
00:07:17 00:07:21 defaulting to three days i chose a
00:07:19 00:07:24 website-based conversion action but then
00:07:21 00:07:25 for each conversion that you create you
00:07:24 00:07:27 can choose how long you want to track
00:07:25 00:07:29 the conversion after someone just
00:07:27 00:07:31 watches the video at least 10 seconds so
00:07:29 00:07:33 for these there's a few default options
00:07:31 00:07:35 if you go up to custom don't think you
00:07:33 00:07:37 can get too crazy with it i try to put
00:07:35 00:07:39 in a larger number it's telling me you
00:07:37 00:07:42 can only enter anything between 1 and 30
00:07:39 00:07:43 days 30 days is already a default option
00:07:42 00:07:44 so you can just choose 30 days if you
00:07:43 00:07:46 want to max out the window but for
00:07:44 00:07:48 whatever reason if you want to add
00:07:46 00:07:50 something weird you have the ability to
00:07:48 00:07:51 do so i have another account that's
00:07:50 00:07:52 running app campaigns i'm going to head
00:07:51 00:07:54 on up to that one
00:07:52 00:07:55 i understand i have a ton of stuff
00:07:54 00:07:57 blurred out but you can see from the
00:07:55 00:07:59 firebase events over here that it is an
00:07:57 00:08:01 app-based conversion the goal here is
00:07:59 00:08:04 downloads so my default conversion
00:08:01 00:08:05 window is two days focusing on downloads
00:08:04 00:08:06 this was an action that was
00:08:05 00:08:10 automatikally set up when we were using
00:08:06 00:08:11 ga4 so i can go into edit settings open
00:08:10 00:08:14 up the conversion window and then if i
00:08:11 00:08:16 go and click to adjust we see the app
00:08:14 00:08:18 options are different i cannot customize
00:08:16 00:08:20 it i just have one day two days or three
00:08:18 00:08:22 days i'm just going to maximize this one
00:08:20 00:08:24 and then i can go and save it and as of
00:08:22 00:08:26 right now that's all the information we
00:08:24 00:08:28 have on engaged view conversions i
00:08:26 00:08:29 understand it may not be the main
00:08:28 00:08:32 conversion goal that you want to use to
00:08:29 00:08:34 optimize any awareness campaigns using
00:08:32 00:08:35 videos however it does give us more
00:08:34 00:08:37 information on how the campaigns are
00:08:35 00:08:39 actually performing we saw that in the
00:08:37 00:08:40 one video campaign example where all the
00:08:39 00:08:42 conversions that you think you're
00:08:40 00:08:44 getting aren't clickbaits coming
00:08:42 00:08:46 directly from the ad but those video ads
00:08:44 00:08:48 are having an impact on overall
00:08:46 00:08:50 conversions we have to remember the
00:08:48 00:08:52 mindset a user is in when they are
00:08:50 00:08:54 watching these video ads many people do
00:08:52 00:08:56 not convert right away from a video ad
00:08:54 00:08:59 but they can work great for building
00:08:56 00:09:01 awareness introducing new products or
00:08:59 00:09:03 reminding users about your brand we
00:09:01 00:09:04 definitely like to look at it and report
00:09:03 00:09:06 on it to our clients if they are
00:09:04 00:09:08 accounts that typically have longer
00:09:06 00:09:10 conversion windows people who may not be
00:09:08 00:09:12 ready to convert within a day or so
00:09:10 00:09:14 after the ad so we'll look at these view
00:09:12 00:09:16 metrics show them our clients and say
00:09:14 00:09:18 yes people aren't converting right away
00:09:16 00:09:19 but they are eventually converting down
00:09:18 00:09:21 the line so if you have any other
00:09:19 00:09:23 questions on how engage view conversions
00:09:21 00:09:24 work we'll do our best to answer it
00:09:23 00:09:26 there's really not much more data that
00:09:24 00:09:28 we could tok about but leave your
00:09:26 00:09:29 question in the comments below thanks
00:09:28 00:09:31 for watching our video if you found it
00:09:29 00:09:32 useful give us a thumbs up below we
00:09:31 00:09:34 release a new video at least once a week
00:09:32 00:09:37 so if you want to see more from the paid
00:09:34 00:09:37 media pros channel be sure to subscribe

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