Display ads inside Google’s Demand Gen campaigns will soon earn view-through credit at a much lower bar of exposure. Search Engine Land reported on October 5 that Google is replacing the Active View standard with a rendered ad impression definition for this attribution. Under it, a view registers once a single pixel of the ad appears on screen, however briefly.
Active View applies viewability standards, so fewer impressions cleared it. The new rule admits more of them. Google says the aim is consistent view definitions across Demand Gen inventory. It has not published how many additional views advertisers should expect.
Google says the rollout is automatic and will land over the coming weeks, with no campaign settings to change. It has not given an exact date, so advertisers will not have a precise cutover marker from Google.
Annotate your own reporting the day you first see view-through conversions move. Conversions are not redefined; only the view that earns credit is. Treat any before-and-after VTC comparison as a methodology shift, not a performance verdict, and hold budget decisions until a clean baseline forms.
Search Engine Land, reported by Anu Adegbola, October 5, 2026.
