Google is expanding View-Through Conversion (VTC) Optimization for Demand Gen campaigns, building on the feature first introduced in beta in 2025.
Several changes are being introduced:
- VTC optimization will apply only to video assets. View-through conversions from image assets will still be reported as secondary conversions, but they won’t be used for bidding or included in the main Conversions column.
- New Demand Gen campaigns will have VTC Optimization enabled by default. Advertisers who don’t want to optimize toward view-through conversions will need to manually disable the setting.
- Support is expanding to the Google Display Network, beyond the previously supported YouTube and Discover inventory.
- For video inventory on the Google Display Network, billing will shift from CPC to CPM, regardless of whether VTC Optimization is enabled.
Google will automatically migrate affected campaigns to the new bidding and billing setup, so no action is required from advertisers.
This is a further development of the View-Through Conversion Optimization beta first spotted in October 2025, which initially allowed Demand Gen campaigns to incorporate view-through conversions into bidding on YouTube, with additional inventory planned for later.
This update was reported by Marcin Wsół.