Google Narrows Demand Gen View-Through Conversions to Video Only
Starting this month, Google is remaking how Demand Gen campaigns track and optimize for view-through conversions, shifting all bidding optimization to video assets while image conversions drop to secondary status. Here's what changes for your campaigns.
The 5-second version
- Google is moving Demand Gen view-through conversion optimization to video assets exclusively; image asset conversions will no longer drive bids.
- The shift expands VTC bidding support to more inventory types while simplifying which asset format triggers campaign optimization.
- Existing campaigns will report image view-throughs as secondary conversions only, requiring a strategy shift if you rely on image performance data.
Google is rolling out a significant shift in how Demand Gen campaigns optimize for view-through conversions. Starting this month, view-through conversion (VTC) bidding will work with video assets only. Image assets will still report conversions, but they will no longer influence how your campaign bids or spends.
What's Changing
Google is making three major changes to VTC optimization for Demand Gen campaigns over the coming months. First, VTC bidding becomes video-only. While image asset view-through conversions will still be reported as secondary conversions in existing campaigns, they will no longer drive optimization. Second, Google is expanding VTC support to more inventory. And third, the default campaign settings and billing model for Display video ads are being updated.
The shift means that if you want view-through conversion optimization to actively work in your Demand Gen campaigns, you need video creative. Image-only campaigns won't receive VTC optimization, and campaigns mixing video and image assets will optimize only on the video portion.
What This Means for Your Campaigns
If your existing Demand Gen campaigns rely on image assets to drive view-through conversions, this change forces a decision. You can either add video creative to keep VTC optimization active, or accept that images will now appear only as secondary conversion data rather than influencing your bid strategy.
Campaigns already using video for VTC optimization will see no disruption. But if you've been leaning on still images to track and optimize view-through performance, you'll need to test video production or shift to a different optimization goal.
Timeline and What to Do Now
The rollout happens over the coming months, so not all accounts will see the change at the same time. If Demand Gen is a key driver for your business, pull your campaign reports now and identify which ones rely on image asset view-through conversions. For those campaigns, start planning a video strategy or consider shifting to a different conversion goal if video production isn't feasible.
Existing campaigns will keep running and reporting secondary image conversions, but they won't drive optimization. Google's update makes it clear that video is the only asset format that will influence VTC bidding going forward.
Questions owners ask
Will my image assets still track conversions in Demand Gen?
Yes. Google will continue to report image asset view-through conversions, but they will now appear as secondary conversions instead of driving bid optimization. Your images won't influence how the campaign spends or bids anymore.
What does 'video-only' VTC optimization actually mean for my campaigns?
It means Google's algorithm will use only video asset view-through conversions to decide where and when to bid. If you want VTC optimization to actively work, you need video creative in the campaign.
Do I have to rebuild my existing Demand Gen campaigns?
Not immediately. Existing campaigns will keep running and will report image conversions as secondary data. But if you want VTC optimization to keep driving performance, you should add or prioritize video assets in those campaigns.
Why is Google making this change?
Google says the shift expands VTC support to more inventory types and simplifies optimization by focusing on one asset format. The change rolls out over coming months, so not all accounts see it at once.
