Google Ads · Status at source date: Newsletter archive
Demand Gen view-through conversions go video-only and opt-in
Google's advertiser email details three Demand Gen changes coming in the next months. VTC optimisation will apply to video assets only; image VTCs will still be reported in secondary columns but will no longer be biddable or appear in the main Conversions column.
This update uses a PMC cover because no suitable source image was available when checked on 8 Sept 2026. Available source and video links are retained.
What changed
VTC also flips to on by default for new campaigns, requiring a manual opt-out, while existing campaigns keep their setting. Inventory support extends to Display, where billing for all video assets moves from CPC to CPM regardless of whether you opt in.
Why it matters for advertisers
For you, this means Demand Gen conversion counts, defaults, and even billing mechanics all shift together, so review VTC settings and re-baseline reporting before the auto-transition.
Perspective from the original PMC newsletter.Sources & contributor credit
- Newsletter coverage · Paid Media Collective newsletter
Original newsletter text, contributor labels and media for this update.
- Mismatched link retained for historyLinkedIn
Attribution audit: this URL opens an unrelated Meta/Adobe Express post. It does not substantiate this Demand Gen story.
Attribution needs clarification
The newsletter credits Arpan Banerjee, but its linked post concerns Meta and Adobe Express, not Demand Gen conversions. Original authorship remains unresolved. The unrelated post’s author has not been assigned to this story.
Attribution evidence and limitations
Compared the newsletter description with the public linked post. The topics differ materially.
The linked post identifies Vivek Gupta and discusses Reels templates. It cannot establish this update’s original creator.
Media attribution remains unresolved; an image or newsletter name alone is insufficient to repair the mismatched source.
Attribution checked . This is a review date, not the original publication date.
- Published on this site
This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
Original newsletter text and archive evidence
Demand Gen view-through conversions go video-only and opt-in
Google's advertiser email details three Demand Gen changes coming in the next months. VTC optimisation will apply to video assets only; image VTCs will still be reported in secondary columns but will no longer be biddable or appear in the main Conversions column. VTC also flips to on by default for new campaigns, requiring a manual opt-out, while existing campaigns keep their setting. Inventory support extends to Display, where billing for all video assets moves from CPC to CPM regardless of whether you opt in. For you, this means Demand Gen conversion counts, defaults, and even billing mechanics all shift together, so review VTC settings and re-baseline reporting before the auto-transition.
Source captured . No explicit first-contributor label was provided for this update.
