Google Ads · Status at source date: Newsletter archive
Demand Gen on Discover with view-through conversions moves to CPM billing
Google is changing how Demand Gen campaigns on Discover are billed, flagged by Arpan Banerjee. From 15 July 2026, Demand Gen campaigns on Discover that have view-through conversion optimisation enabled will move from cost-per-click to cost-per-impression billing.
What changed
Google frames CPM as a better reflection of impression value for campaigns optimised toward view-through conversions. Only advertisers with VTC optimisation enabled on Discover are affected, and to avoid the switch, they must opt out before 15 July.
The change changes how spend is counted for a specific slice of Demand Gen campaigns, with implications for how performance reads relative to a CPC baseline.
Why it matters for advertisers
For you, this means affected Demand Gen campaigns will be charged by impressions rather than clicks from mid-July unless you opt out. Worth identifying any Discover Demand Gen campaigns running view-through optimisation and deciding before 15 July whether CPM billing suits your goals.
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Demand Gen on Discover with view-through conversions moves to CPM billing
Google is changing how Demand Gen campaigns on Discover are billed, flagged by Arpan Banerjee. From 15 July 2026, Demand Gen campaigns on Discover that have view-through conversion optimisation enabled will move from cost-per-click to cost-per-impression billing. Google frames CPM as a better reflection of impression value for campaigns optimised toward view-through conversions. Only advertisers with VTC optimisation enabled on Discover are affected, and to avoid the switch, they must opt out before 15 July.
The change changes how spend is counted for a specific slice of Demand Gen campaigns, with implications for how performance reads relative to a CPC baseline.
For you, this means affected Demand Gen campaigns will be charged by impressions rather than clicks from mid-July unless you opt out. Worth identifying any Discover Demand Gen campaigns running view-through optimisation and deciding before 15 July whether CPM billing suits your goals.
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