The new column that appears at the extreme right of your account's dashboard has some magical information to reveal about your ads. Just have a look into the snapshot in the left. It has a view through conversion column, which reports those conversions where people visited the page displaying your ads, didn't click on it and got converted! The figure also reveals View through Conversion is greater than conversion through click!! Of course the account has many Display Ads. Had you ever in your imagination could think of such a situation where impressions are of greater value than clicks. A question strikes our mind, do serious buyers hate clicking on ad and passively and involuntarily reacts to the message? Thanks Google for revealing this.