To measure the full value of your action campaigns, what two conversion types should you capture in your reporting?

To measure the full value of your action campaigns, what two conversion types should you capture in your reporting?

• Primary conversions (e.g., purchases, sign-ups)
• Secondary conversions (e.g., add-to-cart, leads, micro-conversions)
• Video views only
• Impressions only

Explanation

To fully understand the impact of action campaigns, advertisers should track both primary conversions (direct outcomes like purchases, sign-ups, or bookings) and secondary conversions (micro-conversions such as add-to-cart actions, newsletter sign-ups, or other engagement events). Capturing both types gives a complete picture of how campaigns influence customer behavior, including intermediate steps that lead to the final conversion. This helps optimize ad performance, bidding strategies, and budget allocation effectively.