In addition to graphic and video ads, text and adaptive ads in the contextual media network can now track conversions by impressions. Thanks to Active View technology, only ads in the visible area of the screen are captured.
The Conversions by Display (AdWords) column tells you how many times users see a graphic or media advert, but don't click on it, and then make a conversion on your site some time later. In contrast, all other conversions are only recorded when a user clicks on an ad and then makes a purchase or other useful action on your site.
The value of a display conversion is linked to the most recent display. Conversions by display are automatically excluded if users clicked on your adverts in the search or contextual media network at the same time.
Conversions by impressions allow you to determine the value of campaigns in the contextual media network. This takes into account conversions where users have seen a media ad on the contextual media network but have not clicked on it. All of this information allows you to identify the best places to place your adverts.
The data presented in the "Conversions by Display" column is not reflected in the "Conversions" column.
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