To measure the full value of an action campaign, what two conversion types should you capture in your reporting?
- Mono-platform and view-based
- Cross-platform and view-based
- Mono-platform and last click
- Cross-platform and last click
Explanation:
The correct conversion types to capture in reporting when measuring the full value of an action campaign are cross-platform and view-based. Cross-platform conversion tracking enables advertisers to attribute conversions that occur across multiple devices or platforms, providing a more comprehensive understanding of the customer journey and the impact of advertising efforts across different touchpoints. By capturing cross-platform conversions, advertisers can accurately measure the influence of their campaigns on driving desired actions, regardless of the device or platform used by the consumer. Additionally, including view-based conversions in reporting allows advertisers to track conversions that result from ad views rather than clicks, acknowledging the role of video ad exposures in influencing consumer behavior and driving conversions. Together, capturing cross-platform and view-based conversions in reporting provides a holistic view of the campaign’s effectiveness in driving desired actions, ensuring that advertisers can measure the full value of their action campaigns and optimize strategies accordingly to maximize ROI and achieve their marketing objectives. Therefore, selecting cross-platform and view-based conversion types aligns with the goal of measuring the full value of an action campaign by capturing conversions across multiple platforms and recognizing the impact of video ad exposures on driving conversions.
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