What Is the Non-Skippable View Conversion Period?
The Non-Skippable View Conversion Period is a critical metric in Google Ads, particularly for video ads. It helps advertisers understand the effectiveness of their ads even when users don’t directly click on them. Instead, these conversions occur when someone watches your video ad for a specific duration—typically at least 10 seconds for skippable ads or the full duration for non-skippable ads.
Why Is the Non-Skippable View Conversion Period Important?
In digital marketing, not all user interactions lead directly to clicks. Sometimes, users need time to absorb the message delivered through video ads before taking actions such as visiting a website, downloading an app, or making a purchase. This is where the non-skippable view conversion period proves invaluable by:
- Measuring the Broader Impact of Video Ads:
- Focuses not only on clicks but also on how video content influences viewer behavior.
- Enhancing Video Marketing Strategies:
- Provides insights to help advertisers identify the most effective elements for capturing audience attention.
- Gaining a Better Understanding of Your Audience:
- If many conversions occur after a specific period, it might indicate opportunities to adjust ad duration or content for better effectiveness.
How Are These Conversions Calculated?
The calculation of non-skippable view conversions is straightforward yet sophisticated. Here’s how it works:
- Viewing Duration:
- Conversions are counted if a user watches the ad for at least 10 seconds (for skippable ads) or the entire duration (for non-skippable ads).
- No Direct Clicks:
- These conversions apply when users don’t click directly on your video ad but later take specific actions, such as:
- Visiting your website through a search.
- Downloading the advertised app.
- Purchasing the promoted product.
- These conversions apply when users don’t click directly on your video ad but later take specific actions, such as:
- Conversion Window (Period):
- Google Ads allows you to adjust this conversion window, such as 7 days, 30 days, or other timeframes. This flexibility helps assess ad effectiveness over a specific period.
Simple Example:
Imagine you run a clothing business and launch a video ad campaign on YouTube showcasing your latest seasonal collection.
- User A: Watches 12 seconds of your ad (exceeding the 10-second minimum) without clicking. Two days later, they search for your brand on Google and buy a jacket.
- User B: Watches 8 seconds of your ad (below the minimum), then continues watching other videos.
Result:
- User A counts as a non-skippable view conversion, while User B does not.
Key Benefits for Your Campaigns
By understanding this concept, you can use the non-skippable view conversion period to:
- Optimize Video Ad Duration:
- Capture attention more effectively within the first 10 seconds.
- Measure Beyond Clicks:
- Focus on long-term impacts often missed by click-based metrics.
- Improve Campaign ROI:
- Use more comprehensive data to allocate your ad budget more wisely.
How Does the Non-Skippable View Conversion Period Work?
In Google Ads, this metric is essential for tracking the effectiveness of your video ads. Understanding how this system works is key to optimizing ad campaigns and ensuring every view is accurately recorded, providing valuable insights for your marketing strategy.
How Does Google Ads Track Views?
Google Ads employs advanced tracking technology to record every user interaction with your video ads. Here’s a technical breakdown:
- Counted Views:
- Skippable Ads:
- A view is counted if the user watches at least 10 seconds before skipping the ad.
- Non-Skippable Ads:
- A view is only counted if the user watches the entire ad, usually 15-20 seconds long.
- Skippable Ads:
- View Data Linked to Conversions:
- Google Ads associates video ad views with subsequent user actions, such as:
- Website visits via search.
- App downloads.
- Purchases within a specified timeframe.
- Google Ads associates video ad views with subsequent user actions, such as:
- Conversion Tags:
- To track these conversions, Google Ads uses conversion tags—small codes placed on your website. These tags help Google identify when users who watched your video ad eventually take action.
Default Conversion Period and Adjustments
By default, Google Ads sets the non-skippable view conversion period to 30 days. This means if someone watches your ad but doesn’t click, they are still counted as a conversion if they take action (like a purchase or download) within 30 days.
You can adjust this period to suit your campaign needs. Here’s how:
- Log into your Google Ads account.
- Go to “Measurement” > “Conversions.”
- Select the conversion action you want to edit, then click Edit Conversion Settings.
- In the “Conversion Window” section, set the period between 1 day and 90 days.
- Click Save to apply changes.
When to Adjust the Period?
- Short-Term (1–7 Days):
- Ideal for products requiring quick decisions, such as discounts or limited-time promotions.
- Long-Term (30–90 Days):
- Suitable for products or services with more complex purchase processes, such as real estate or electronics.
Difference Between Non-Skippable View and Click Conversions
Both are critical metrics but serve different purposes in measuring campaign success. Here’s the main distinction:
1. Non-Skippable View Conversions
- Definition: Conversions counted based on the duration users watch your video ad without clicking.
- Advantages:
- Measures ad impact on audiences who are not immediately inclined to click.
- Provides additional insights into how your message is received.
- Example: Someone watches your ad for 15 seconds and purchases your product two days later.
2. Click-Based Conversions
- Definition: Conversions counted only when users click your ad and take specific actions.
- Advantages:
- Offers direct data on ad effectiveness for driving immediate actions.
- Ideal for campaigns with clear calls to action.
- Example: Someone clicks your ad and fills out a form on your website.
Why Understanding the Non-Skippable View Conversion Period Matters
By learning how this metric works, you can:
- Identify the Right Strategy:
- Decide whether to focus on long-term branding messages or immediate calls to action.
- Maximize Campaign Efficiency:
- Adjust ad duration and conversion periods for better performance.
- Understand Customer Journeys in Depth:
- Recognize that not all users act immediately; some take time to process information before acting.
Why Is the Conversion Period Important for Video Ads?
In digital marketing, video ads have become one of the most effective formats for reaching and influencing audiences. A key to the success of these campaigns is understanding and optimizing the non-skippable view conversion period. Why is this important? Let’s examine from various perspectives.
1. Understanding User Behavior in Video Campaigns
Not all users immediately react to the ads they see. User behavior in video campaigns is often more complex compared to other ad formats, such as search or display ads.
Key Factors Influencing User Behavior:
- Consideration Period:
- Users often need time to consider a product or service after viewing an ad. The non-skippable view conversion period provides insights into this timeline.
- Long-Term Effects:
- Effective video ads leave a lasting impression, prompting actions later, even if not immediately after viewing.
- Brand Credibility and Awareness:
- Video ad views increase brand awareness, which eventually influences purchasing decisions.
Real-Life Example: Imagine a user watching a video ad for a language learning app. They might not immediately download the app but become interested after seeing similar ads over a few days. This is where the non-skippable view conversion period becomes essential for tracking this delayed impact.
2. Impact on ROI (Return on Investment)
ROI is the ultimate measure of a campaign’s success, and the non-skippable view conversion period helps you understand how video ads contribute to the bottom line.
How the Conversion Period Enhances ROI:
- Optimizing Budget Allocation:
- By tracking conversions from non-skippable views, you can identify campaigns that deliver the best results, even without many direct clicks. This helps focus your budget on the most effective ads.
- Improving Data Accuracy:
- Ignoring the conversion period might mean missing insights about the long-term impact of video ads. More comprehensive data allows for decisions based on facts rather than assumptions.
- Lowering Cost Per Conversion:
- Understanding user behavior enables you to optimize video duration and content, driving more conversions at a lower cost.
Hypothetical Case Study: An e-commerce business runs a 15-second video ad promoting winter products. Initial analysis shows a low CTR (Click-Through Rate), but after 14 days, data from the non-skippable view conversion period reveals that 25% of purchases came from users who watched the ad without clicking. Armed with this insight, the company increases its video ad budget, leading to a 40% boost in ROI.
3. Quick Case Study: The Impact of Conversion Periods on Campaigns
Let’s explore a simple scenario to understand how the conversion period affects video ad campaigns.
Scenario:
A tech company launches a video ad to promote its latest wearable device. The ad runs on YouTube, lasting 20 seconds and skippable after 5 seconds. The default conversion period is set to 30 days.
Analysis Results:
- Days 1–7: Most conversions come from direct clicks. Users who are immediately interested in the wearable device make quick purchases.
- Days 8–30: Data reveals that many conversions stem from non-skippable views, where users initially watched the ad without clicking but later searched for the product on Google or visited the website directly.
Key Takeaways
The non-skippable view conversion period is a vital metric for understanding the long-term effectiveness of video ads. By analyzing this data:
- You can capture delayed user actions that result from effective video impressions.
- It helps allocate budget to campaigns with the highest ROI potential, even beyond direct clicks.
- It enables optimized video ad strategies by revealing insights into user behavior and preferences.
Further Reading: Complete Guide to Non-Skippable View Conversion Periods in Google Ads
FAQs About the Non-Skippable View Conversion Period
For advertisers new to Google Ads, the non-skippable view conversion period may raise many questions. To help you better understand this concept, here are answers to some frequently asked questions.
Why Aren’t Conversions Showing in Google Ads?
If conversions aren’t appearing in your Google Ads report, several factors could be at play:
- Improperly Installed Conversion Tags:
Google Ads uses conversion tags to track user actions after they view or interact with your ad. If the tags are not installed or functioning correctly, conversion data won’t be recorded.Solution:- Check your conversion tag setup in Google Tag Manager or your website’s code.
- Ensure the confirmation page (e.g., a “Thank You” page after a purchase) has an active tag.
- Short Conversion Period Duration:
If the conversion period is set to only 7 days, but users take 10 days to make a purchase, those conversions won’t be counted.Solution:- Adjust the conversion period duration in your Google Ads settings. For campaigns with longer purchase cycles, use a 30–90 day period.
- Data Synchronization Delays:
Sometimes there’s a lag between user actions and conversion reporting in the Google Ads dashboard.Solution:- Wait a few hours or up to 24 hours for the latest data to appear.
What Is a Conversion Tag in Google Ads?
A conversion tag is a tracking tool used by Google Ads to record specific actions users take after viewing or interacting with your ad. These actions could include:
- Product Purchases: For example, a customer buying a jacket after seeing your video ad.
- Form Submissions: Users filling out a contact form on your website.
- App Downloads: Users downloading your app from Google Play or the App Store.
How Does a Conversion Tag Work?
- When someone views or clicks your ad, a browser cookie stores this information.
- If the user completes a predefined action (e.g., a purchase), the conversion tag informs Google Ads of the event.
- This data is then displayed in your Google Ads report.
How to Install a Conversion Tag:
- Use Google Tag Manager for a simplified tag setup on your website.
- Ensure your conversion page includes the snippet code provided by Google Ads.
Pro Tip: Test your tag installation to ensure it tracks data accurately.
What Is Time-Based Conversion in Google Ads?
Time-based conversion in Google Ads refers to how Google reports when a conversion happens, either in relation to the ad view or user action.
Types of Time-Based Conversions:
- Non-Skippable View Conversions:
These conversions occur after users watch an ad without clicking. Actions may happen within a set period (e.g., up to 30 days after viewing). - Direct Click Conversions:
These occur when users click your ad and immediately complete an action on your site.
Why Is It Important to Understand Time-Based Conversions?
- Identify User Behavior Patterns:
This data helps you understand whether users need time to decide or are immediately engaged after viewing the ad. - Optimize Strategy:
If many conversions happen days after viewing, you can adjust the conversion period duration to capture more data.
Example:
A video ad campaign shows that 50% of conversions occur in the first 3 days, while 30% happen between days 7 and 14. Adjusting the conversion period to 14 days allows you to capture more user actions.
Conclusion
The non-skippable view conversion period is a critical metric in Google Ads, especially for video ad campaigns. It helps advertisers understand how video ads influence user behavior, even without direct clicks. By leveraging data from this metric, you can:
- Deepen Your Understanding of User Behavior: Learn how users respond to your ads over time.
- Boost Campaign ROI: Identify the most effective ads, even those without direct interaction.
- Create Relevant and Engaging Creative Assets: Maximize the impact of your video ads.
From proper conversion tag installation and understanding time-based conversions to adjusting the conversion period to meet your business needs, these steps ensure your video campaigns deliver optimal results. Remember, the non-skippable view conversion period is more than just a number—it reflects how effectively your ad messages reach and influence your audience.
If you haven’t fully utilized the non-skippable view conversion period, now is the perfect time to start optimizing your video campaigns. With the right strategy, you can enhance brand awareness, attract more potential customers, and achieve greater business success. Unlock the hidden potential of your video ads with the non-skippable view conversion period!
