Conversion paths now show video impressions
The Conversion paths card now counts video impressions, marked with an eye icon. Check it before you cut video budget, and know it only covers web conversions.
· 2 min read · 1 source
Source: Google Ads Help: About the Overview page (no publish date on page)
Before you cut YouTube or Demand Gen budget, open the Conversion paths card on your Google Ads Overview page and look for video impressions. Google says the card now includes them in its conversion path analysis, marked with an eye icon so you can tell them apart from video views.
The catch, up front: video impressions show for web conversions only. Imported Google Analytics 4 conversions aren't included. If your account counts GA4 imports, this card won't show you the video touches behind them.
What we know
- The Conversion paths card on the Overview page now includes video impressions. Google says it helps you understand the impact of earlier brand interactions.
- Video impressions get an eye icon to separate them from video views.
- Video impressions show for web conversions. Imported GA4 conversions aren't included.
- A Performance by stage card groups metrics by stage. Awareness: impressions, CPM, frequency, unique reach, awareness lift. Consideration: views, cost per view, video played to 100%, branded searches (where available), search lift, view-through conversions. Action: conversions, CPA, conversion lift.
- With lift studies set up, the card supports Brand Lift, Search Lift and Conversion Lift.
- Conversions and Conversion Lift there include only biddable conversions, and your "Include in Conversions," "Count" and cross-device settings affect the number.
What we don't know yet
- When this rolled out, or whether every account has it. The page has no date.
- Whether video impressions in paths feed attribution or bidding anywhere else. The page only describes the card.
- What qualifies as a video impression for path purposes. The page doesn't define it.
- Whether Performance by stage shows outside the campaign level. Google describes it as your campaign's performance.
What I'd do
Pull the Conversion paths card for the same date range you're using to judge video spend. If eye icons show up ahead of web conversions, weigh that before you call a YouTube or Demand Gen campaign dead weight. If your account leans on imported GA4 conversions, this card won't settle the question, so check which conversion actions you count first. Then open Performance by stage, which puts awareness, consideration and action numbers in one card.
Jerry Quin
Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.
