How should you approach your measurement strategy, if you were planning to run a video action campaign?

1. You’d measure only complete offline conversions for a more accurate return on investment calculation.
2. You’d measure only complete online conversions for a more accurate return on investment calculation.
3. You’d measure the full value with Google Ads conversion tracking and exclude lighter conversion events.
4. You’d measure the full value with Google Ads conversion tracking and include lighter conversion events.

Correct Answer:

• You’d measure the full value with Google Ads conversion tracking and include lighter conversion events.

If you were planning to run a video action campaign, you’d measure the full value with Google Ads conversion tracking and include lighter conversion events.

Explanation: To measure the full value of a video action campaign, you should follow best practices such as conversion tracking, setting a budget, and proper bidding. Use Google Ads Web Conversion Tracking for accurate tracking of conversion events and include lighter actions like “add to cart” to optimize your campaigns faster. Also, understand the video conversion funnel and engagement metrics. The user must be counted as a view for a conversion to be counted, and performance should be considered as a funnel to identify where the biggest drop-offs happen. Finally, wait for 7-14 days before assessing the campaign’s performance during the learning phase.