A user might not always click on an Ad the very first time they see it, but can be influenced by it in the long run. It complicates the tracking metric of video advert performance or any digital advert exposure. There are different ways on how to measure the overall exposure as compared to conversion. Google has announced ways to relate video ads and conversions even if the ad isn’t clicked immediately.
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Google has said that it will produce engaged-view conversions (EVCs) by the end of 2020. The EVCs will be a standard metric for measuring TrueView skippable in-stream adverts, App campaigns, and Local campaigns.
Source: Socialmediatoday