Although most display advertising campaigns are dedicated to achieving the most clicks possible, there are numerous other positive aspects to consider. This is where the impression reporting feature within the Google Display Network comes into play. By having the ability to measure the impact of unclicked display advertising, you can keep track of customers returning to your website after viewing an ad, even if that action doesn’t take place immediately. Before this feature was added, it was difficult to measure the influence that display advertising had on brand awareness.
As some consumers might not convert for weeks, impression reporting informs you about how many of your display advertisements buyers have come across previously, even if they never clicked on one. This helps brands develop a deeper understanding of their display advertising performance across several online channels. With the Multi-Channel Funnels report highlighting these conversion paths within Google Analytics, this data will fill in the gaps about how conversions were achieved and what steps will enhance your sales funnel.