Someone browsing the Internet sees a Google Ads display ad for laptop computers on a Display Network site, but doesn’t click on it. Two weeks later, she’s interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view–through conversions would be valuable for the advertiser because it could:

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· measure the number of conversions associated with ad impressions

· measure the number of potential clicks associated with ad impressions

· track the number of people who saw the ad but didn’t convert

· track the IP addresses of people who saw the ad

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