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Should you trust the click-through-view?
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2 Answers
At this point, no one is sure how to count these supposed conversions. I've seen many cases where the total of view through conversions exceeds the number of sales/leads generated on an entire site in one day. In those cases, the numbers can't be trusted.
Best recommendation i can make is to subtract the number of actual conversions from your view through total (remove duplicates) and attribute no mroe than 5-10% of the view throughs to your conversion total. I think it's a safe assumption that you've driven a few sales/leads from the millions of display/content impressions you generate but the totals listed in AdWords are just way too high for my liking.
Click through views are an attempt by ad networks to get credit for visitors that don't click on your ad. This is reasonable, as some of these visitors will go to your site later, due to you staying top of mind. But the metric fails because it replaces zero attribution with full attribution, when neither is correct.
The best approach is to test and measure. Suppose Google shows 100 view through conversions per day: what happens when you turn the ads off? What happens when you double the ads for a day? The effect of these tests will give you better insight into the numbers.
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