Google Ads · Status at source date: Newsletter archive
View-through conversion (VTC) optimisation arrives in Demand Gen bidding
View-through conversion optimisation is a new bidding enhancement for Demand Gen that lets campaigns include and optimise for view-through conversions alongside click-based conversions. The mechanic accelerates results by capturing conversions when users see an ad and convert later without clicking; scales conversion volume by allowing Google AI to bid on users most likely to convert via either path; and drives strategy alignment by adopting comparable approaches to paid social platforms, where view-then-buy behaviour is prevalent.
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.
Why it matters for advertisers
For you, this means YouTube-heavy advertisers comparing Demand Gen performance against Meta and TikTok now have an apples-to-apples bidding model. Particularly relevant for categories where the YouTube creative is doing brand-building work that converts later via direct or organic search: the previous click-only optimisation missed that contribution. Availability: Open Beta, Global, All.
Perspective from the original PMC newsletter.Sources & contributor credit
- Newsletter coverage · Paid Media Collective newsletter
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- Source referenced in newsletterGoogle blog · View-through conversion (VTC) optimisation
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- 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
View-through conversion (VTC) optimisation arrives in Demand Gen bidding
View-through conversion optimisation is a new bidding enhancement for Demand Gen that lets campaigns include and optimise for view-through conversions alongside click-based conversions. The mechanic accelerates results by capturing conversions when users see an ad and convert later without clicking; scales conversion volume by allowing Google AI to bid on users most likely to convert via either path; and drives strategy alignment by adopting comparable approaches to paid social platforms, where view-then-buy behaviour is prevalent.
For you, this means YouTube-heavy advertisers comparing Demand Gen performance against Meta and TikTok now have an apples-to-apples bidding model. Particularly relevant for categories where the YouTube creative is doing brand-building work that converts later via direct or organic search: the previous click-only optimisation missed that contribution.
Availability: Open Beta, Global, All.
Source captured . No explicit first-contributor label was provided for this update.
