16. How does Bing Ads visualize view-through conversion performance compared to other metrics?

Bing Ads provides several ways to visualize view-through conversion (VTC) performance compared to other campaign metrics. These visualizations help advertisers understand how well their ads are performing in terms of indirect conversions and how they influence the customer journey.

Here's how Bing Ads typically visualizes view-through conversion performance and compares it with other important campaign metrics:

1. Customizable Dashboards:
Overview: Bing Ads provides customizable dashboards where advertisers can add widgets or charts displaying key performance metrics, including view-through conversions, click-through conversions, and impressions.

How It Helps: By adding a widget specifically for view-through conversions, advertisers can directly compare it with other metrics such as clicks, CTR (click-through rate), and conversion rates. This comparison helps identify if view-through conversions are being successfully driven by the ad impressions.

2. Attribution Reports:
Overview: Bing Ads has a specific report section for attribution, where advertisers can track view-through conversions alongside click-through conversions. This enables the comparison of direct (click-based) and indirect (view-based) influences on the customer journey.

Visualization: The attribution report often includes visual elements like bar charts or line graphs to compare the performance of different conversion types across various attribution windows (e.g., 7-day, 30-day, etc.).

How It Helps: This helps advertisers understand how much influence view-through conversions have compared to click-through conversions over different periods.

3. Campaign and Ad Group-Level Insights:
Overview: Bing Ads allows you to see VTCs by campaign or ad group. You can view a detailed performance breakdown, comparing metrics like clicks, impressions, CTR, and VTCs.

How It Helps: These insights often come in the form of tables or charts that allow advertisers to drill down into the exact performance of different campaigns or ad groups and understand how view-through conversions correlate with other metrics.

4. Time-based Trend Graphs:
Overview: Bing Ads allows you to visualize trends over time, showing how view-through conversions evolve relative to other metrics like clicks, impressions, and conversions.

Visualization: Line graphs or area charts are often used to track changes in view-through conversions over a specific period (e.g., the last 7, 30, or 90 days). These graphs can be overlaid with other metrics to give a comprehensive view of ad performance.

How It Helps: This helps advertisers identify trends and correlations, such as whether an increase in impressions leads to a spike in view-through conversions, or if there's a delay between when an ad is viewed and when a conversion happens.

5. Segmentation and Comparison:
Overview: Bing Ads offers options to segment your view-through conversion data by device, location, ad placement, and more. You can compare the view-through conversion performance across different segments of your audience or ad placements.

Visualization: This is often displayed in segmented tables or pie charts, making it easy to spot where view-through conversions are coming from.

How It Helps: By segmenting the data, advertisers can understand which audience segments or ad placements are more likely to drive view-through conversions, and tailor their campaigns accordingly.

6. Performance by Device:
Overview: Bing Ads shows performance metrics for view-through conversions across different devices (e.g., desktop, mobile, tablet).

Visualization: Device-based comparison charts or bar graphs allow advertisers to visualize which devices contribute more to view-through conversions versus click-through conversions.

How It Helps: This insight helps advertisers optimize campaigns for specific devices, ensuring that ads are properly aligned with the device usage patterns of their target audience.

7. Pie Charts and Bar Graphs:
Overview: Bing Ads often uses pie charts and bar graphs to break down conversions by type (e.g., view-through versus click-through). These charts show the proportion of total conversions driven by each method, allowing for easy comparison.

How It Helps: These visualizations are particularly useful for quickly gauging the balance between click-based and view-based conversions and understanding which type has a more significant role in the campaign.

8. Conversion Funnel Visualization:
Overview: Some advanced reporting tools within Bing Ads or third-party tools allow you to visualize the conversion funnel and show how view-through conversions fit within it.

How It Helps: This helps advertisers understand where view-through conversions fall in the user journey (e.g., initial brand exposure, consideration stage), and how they work together with direct conversions to drive overall campaign success.

9. Performance Over Time vs. Campaign Spend:
Overview: Some reports allow advertisers to visualize how spend correlates with both view-through and click-through conversions over time.

Visualization: A line graph showing both the ad spend and the resulting conversions can help identify whether more spending leads to more view-through conversions, or whether spend efficiency can be improved.

How It Helps: Advertisers can adjust their budgets and strategies based on this visual comparison to maximize ROI.

Summary of Key Visualization Methods:
Customizable Dashboards (widgets, charts)

Attribution Reports (bar charts, line graphs)

Campaign/Ad Group Insights (table breakdowns, comparison graphs)

Time-based Trend Graphs (line and area charts)

Segmentation (pie charts, segmented tables)

Device Performance Breakdown (device-based comparison charts)

Pie and Bar Charts (for conversion types)

Conversion Funnel Visualization (funnel diagrams)

Performance vs. Campaign Spend (line graph)

These visual tools in Bing Ads help advertisers better understand view-through conversion performance, offering insights into how these conversions fit into the overall success of their campaigns. By comparing these metrics to other campaign indicators like click-through conversions and spend, advertisers can make informed decisions about optimizing their ad creatives, audience targeting, and budget allocation to maximize the effectiveness of their campaigns.