Engaged-View Conversion (EVC)

Definition

An Engaged-View Conversion (EVC) tracks when a user watches a video ad or interacts with an ad for a defined period but doesn’t click immediately, then later completes a conversion on your website or app. Unlike standard click-based conversions, EVC captures the influence of ads that engage users without an immediate click, showing the broader impact of video and display campaigns.

Why It Matters

Not every ad click results in a conversion, and many users need time to consider a product or service. EVC helps marketers understand how ads contribute to conversions indirectly, revealing the full value of engagement. By tracking EVCs, businesses can see which campaigns are building awareness, influencing decisions, and ultimately driving conversions, even without immediate clicks.​

Example

A home security company runs a YouTube ad showcasing its smart cameras. A viewer watches the ad in full but doesn’t click. Two days later, they visit the website via a Google search and purchase a camera. Thanks to EVC tracking, the company can attribute this sale to the original video ad, understanding its role in influencing the customer journey.

Additional Insights

EVC shines in upper-funnel campaigns and video ads, where brand exposure and engagement carry as much weight as direct clicks. It works alongside standard conversion tracking to give marketers a fuller view of performance. To get the most out of EVC, it’s important to have tracking set up correctly and invest in creative that grabs attention, sticks with viewers, and drives them to take action later.

Bottom Line

Engaged-View Conversions reveal the unseen impact of ads, highlighting how engagement, without immediate clicks, can drive results. By measuring EVC, brands gain a fuller understanding of campaign effectiveness, optimise creative strategies, and make smarter, data-driven marketing decisions.