Running remarketing campaigns on Google AdWords? If your conversion numbers seem low, don’t get discouraged and abandon ship. First, check to make sure you are tracking view-through conversions as opposed to click-through conversions.
According to Google, a View-through Conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a Click-through Conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site.
If you can’t see view-through conversions in your remarketing campaign, you may need to customize your data columns and add the view-through conversion metric.