An engaged-view conversion caters specifically to video ads and the different behavior viewers present when they watch them as opposed to when they view other types of ads. With video ads, people don't often take action directly after they view the content. Instead, they'll usually take action after they've finished their full viewing session. That's where Engaged-view conversions step in. This metric helps you understand the full impact of video ads.
This article explains Engaged-view conversions and how they work.
On this page
- Benefits
- How it works
- Campaign types that track Engaged-view conversions
- Engaged-view conversions reporting
- Engaged-view conversion windows
Benefits
- More accurate way to measure performance delivered by direct response video ads
- Greater indication of user engagement
- Helps you better understand the value of your ads and grow your business as user behavior evolves and new viewing habits, devices, and experiences become available.
How it works
It's important to measure your campaigns and conversions accurately, as this allows you to understand the full impact of your ads beyond clicks. Engaged-view conversions have proven to be a more robust non-click conversion metric that you can use in your Google campaigns with video assets.
Engaged-view conversions on YouTube video ads
YouTube video viewers have strong intent to watch the content they’ve come to YouTube for and because of that, they are likely to stay on the platform when they encounter an ad as part of their viewing experience. This explains why 70% of YouTube viewers say that they bought from a brand after they discover it on YouTube.
Engaged-view conversions on YouTube video ads are counted when a viewer watches the following types of ads and then converts within the Engaged-view conversion windows:
- Skippable in-stream: At least 10 seconds (if the ad is less than 10 seconds, the viewer watches the entire ad)
- In-feed and Shorts: At least 5 seconds
Engaged-view conversions on Google Display Network video ads
Engaged-view conversions on Google Display Network video ads are counted when a viewer watches a non-skippable rewarded ad or watches at least 5 seconds of a video ad after it becomes skippable and then converts within the Engaged-view conversion windows.
Campaign types that track Engaged-view conversions
- Video campaigns
- App campaigns
- Display campaigns
- Demand Gen campaigns
- Performance Max campaigns
Engaged-view conversions reporting
You’ll find Engaged-view conversions included in both the “Conversions” and the “All conversions” columns of your campaign reporting (in the “Campaigns” tab on the page menu). “All conversions” includes the data in your “Conversions” column, conversion actions you’ve chosen not to include in your “Conversions” column, store visits, certain phone calls, and more. These additional conversions can give you a more accurate understanding of how users interact with your business, and this helps you better calculate the effectiveness of your advertising. Learn more About “All conversions”.
You’ll also find Engaged-views included in the “Interactions” column of your campaign reporting (in the “Campaigns” tab on the page menu). Interactions include clicks, swipes, and TrueView views. If you’d like to compare click-through conversions to Engaged-view conversions in your campaign reporting, click the Segments icon 
Engaged-view conversion windows
Engaged-view conversion windows can be adjusted to give you more control over measuring conversions. You can set a different conversion window for each conversion action. Set and update conversion windows in your conversion action settings. You’ll also be able to choose an Engaged-view conversion window whenever you create a new conversion. Learn more About conversion windows.
Engaged-view conversion window defaults vary depending on the type of conversion you’re measuring:
| Conversion and campaign types | Default lookback window |
|---|---|
| Web conversions and offline conversion import | 3 days |
| App conversions: | |
| App Campaigns for installs (ACi) | 2 days |
| App Campaigns for engagement (ACe) | 1 day |
| Video Action, Demand Gen, Performance Max, and in-app actions through Web to App Connect | 1 day |
| Store visits and store sales conversions | 3 days |
How to update or edit Engaged-view conversion windows
- Go to Summary within the Goals menu
.
- Find the conversion action you'd like to edit. Click its name in the “Name” column.
- In the “Settings” section, select Edit settings.
- Select Engaged-view conversion window. In the drop-down, select how long it takes to track conversions after an ad interaction.
- Select Done.
- When you select Google paid channels, the “Key event lookback window” setting will only affect Google Analytics key events and not Google Analytics conversions. If an option is selected, you must go to the Google Ads conversions summary page by navigating to Goals > Conversions > Summary through Click-through conversion window or Engaged-view conversion window to change the conversion window settings for Google Analytics conversions.
- When you select Paid and organic channels, the “Key event lookback window” setting will affect both Google Analytics key events and Google Analytics conversions.
