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Google Ads Changes Default Attribution Window for TrueView for Action Ads on YouTube

From planting a seed of an idea to ultimately making a buy online, videos play a major role in influencing people journey says Google that more than 90 percent of customers have discovered new

YouTube videos have helped more than 90 percent of customers to discover new brands and products. Adding it says the watch time for YouTube videos on “which product to buy” is getting doubled each year.

TrueView for Action, a Google Ads’ ad format designed to encourage users to explore product or service and to take informed actions.

Advertisers can add a “call-to-action” banner at the bottom during and at the end of the video. This customizable banner can be tailored to action specific goal like “Book now” etc.

Here is an example image Mazda ad TrueView for Action ad:

TrueView for Action ads on YouTube Example image of Mazda ad

TrueView for Actions since can serve only in the “in-stream” ad, hence, they will run before, during or after another video and viewers can skip the ad after 5 seconds.

In order to learn how video works in the buyers’ journey, more specifically to decide the relationship between video ad exposure and conversions, it’s important for an advertiser to have more correct attribution for TrueView for Action ads.

That’s why, says Google Ads it’s making changes to the default attribution window for TrueView for Action ads.

The improvement lowers default attribution window to “10 seconds with a 3-day default conversion window” down from earlier 30 seconds with a 30-day conversion window.

This change will help advertisers in assessing the impact of their video ads more accurately.

As a result of this change, advertisers can look forward to benefits like: “more accurate conversion counting, faster ramp-up times for target CPA campaigns, and more current reporting thanks to reduced conversion lag.”

Here’s more detail on changes announced today, Google Ads says going forward,

Now when a user clicks or watches 10 seconds or more of TrueView for action ad either using “maximize conversions” or “target CPA bidding”, it will be counted as an “Engagement.”

A ‘Conversion’ will be counted by default for actions on the ad within three days of ‘Engagement.’For an ‘alternative’ time frame advertiser need to contact Google team, who will give their preferred customized time frame.

Google will attribute conversions based on the default conversion window of an advertiser when a user clicks on an ad.

The company has rolled out these changes after a large-scale experiment run across a broad range of advertiser industries and conversion types.

“To inform these changes, we conducted large-scale experiments to analyze the incremental conversion volume driven by TrueView for action ads across a broad range of advertiser industries and conversion types,” Google stated.

Advertisers can get started with these improvements and “no action” is required from them, says Google Ads.

A look at the settings page of TrueView for Action ad:

TrueView for Action Ads on YouTube Settings Page


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