TrueView for Action DV360: What It Was and What Replaced It

Did you run YouTube ads in DV360? Then you likely used TrueView for Action DV360. This was a skippable in-stream format. It had a button users could click to convert. It was the main tool for lower-funnel video buying in DV360 from 2016 to 2021. But the format changed. New TrueView for Action creation stopped in September 2021. Campaigns moved to Video Action Campaigns in 2022. From March 2025, Video Action Campaigns can no longer be created in DV360. Demand Gen is now what to use. This guide walks through how this format worked, what made DV360 setup different, and how things evolved.

Key Takeaways

TrueView for Action DV360 was a skippable format built for conversions, not views
DV360 needed Floodlight compatibility mode on tags; Google Ads did not
The format went through three phases: creation stopped in 2021, moved to Video Action Campaigns in 2022, then Demand Gen from March 2025
Two bidding options worked: target CPA and maximize conversions; CPV and CPM did not work
You needed at least 50 conversions per week for target CPA to work well

How Did This Format Work?

TrueView for Action DV360 was a skippable video ad that played before, during, or after YouTube videos. It had a button users could click. It had a 5-second skip window. Unlike regular TrueView, which paid per view, TrueView for Action was built to get conversions.

The format had three parts:

A video at least 10 seconds long
A clickable button on the video (up to 10 characters)
A banner below the player

When users clicked the button, they went to your page. You paid for conversions, not views. Google found users likely to buy and showed them your ad. This made it different from other YouTube formats. You could not buy it on a cost-per-thousand-impressions (CPM) or cost-per-view (CPV) basis.

The format worked across YouTube. Your ad showed as in-stream on YouTube, in-feed on YouTube's home page, in YouTube search, and on Google Video Partners. One line item could reach all four places.

How Did DV360 Setup Differ From Google Ads?

In Google Ads, TrueView for Action ads were easy. You picked the campaign type. You set up conversion tracking. You chose your bidding option. Then it started to work.

In DV360, you had one extra step: turn on Floodlight compatibility mode. This is the biggest setup gap for DV360 buyers today.

Without this mode on, conversion data never reached the DV360 system. Your ads would run, but the system could not see which users converted. It could not optimize toward your cost goal. It could not work the way you wanted.

To turn on Floodlight compatibility mode, you did three things:

Make a Floodlight tag in Campaign Manager for your conversion
Turn "Floodlight compatibility mode" on in the tag
Pick that Floodlight activity in your line item

Without step 2, the tag would fire but step 3 would not work. Google Ads did not need this step. Google Ads tags worked right away.

What Audience Targeting and Bidding Options Were Available?

This format had two bidding options only: target CPA and maximize conversions. CPM and CPV did not work because this format was for conversions.

Audience targeting options

You had three ways to target:

Custom intent audiences: Add 50 or more keywords and URLs. Google found users who searched for those words or visited those sites. These showed real purchase intent.
In-market audiences: Pre-made Google groups of users looking at things like electronics, cars, or clothes. These updated every day based on what users did.
Remarketing lists: People who visited your site before, filled out a form, or matched data you gave Google. These worked best because they already knew your brand.

Bidding option setup

Google said use at least 50 conversions per week for target CPA to work well. Below that, Google could not guess who would convert for your cost limit. You got fewer ads shown. If you had fewer conversions, start with maximize conversions. Run ads for 1 to 2 weeks. Let Google learn. Then add a cost limit.

Do not set your cost limit too low. If you do, Google finds fewer people to show ads to. You get fewer ads shown. Use a cost limit at or a bit above what you paid before. This is the safe choice.

How Did the Format Evolve Over Time?

The format went through three stages.

Stage 1 (2016 to September 2021): You could make new TrueView for Action ads in Google Ads and DV360. Teams tried different audiences. They learned how to bid. They built tracking. This was when the format grew.

Stage 2 (September 2021 to March 2025): Google stopped new TrueView for Action creation. Old ads kept running. They became Video Action Campaigns (VAC) in 2022. VAC was similar. It had the same bidding options. It had the same tracking. But it worked on more YouTube places. It had better reports.

Stage 3 (March 2025 onward): You can no longer make new Video Action Campaigns in DV360. Use Demand Gen instead. Demand Gen works on YouTube Shorts, Google Discover, in-feed, and in-stream all together. It has more bidding options. For DV360 users, tracking still works the same way.

Old ads can still run. But start new conversion ads in DV360 with Demand Gen.

Frequently Asked Questions

What is TrueView in DV360?

TrueView is Google's name for ads users can skip on YouTube where you pay per engaged view. In DV360, you access TrueView through YouTube and Partners line items. Users can skip after 5 seconds for free. Or they watch longer and you pay. TrueView is a way to pay, not an ad type.

What was the main difference between this format and regular TrueView?

Regular TrueView paid per view with a skip button but no action button. TrueView for Action paid per conversion and had an action button. Both were skippable ads. But they had different goals and buttons.

Does this format still exist?

New TrueView for Action ads cannot be made as of 2025. Old ads from before September 2021 still run as Video Action Campaigns. For new conversion ads, use Demand Gen in DV360.

Why was Floodlight compatibility mode key?

Without this mode on, Google could not see conversions from DV360. Your ads would run but not optimize. This was a DV360-only need that Google Ads did not have.

What conversion count did you need for target CPA?

Google said 50 conversions per week minimum for target CPA. Below that, Google could not optimize. You got fewer ads shown. Start with maximize conversions if you have fewer.

What did Demand Gen offer instead?

Demand Gen works on YouTube Shorts, Google Discover, feeds, and in-stream together. It has more bidding options. For DV360 users, tracking works the same.

How should you target audiences?

Use custom intent audiences with 50 words, in-market audiences, and remarketing from past visitors. Custom intent found people looking at your category. Remarketing worked best for conversions.

At DWAO, we've guided dozens of enterprise brands through TrueView for Action, Video Action Campaigns, and the move to Demand Gen. Knowing the DV360-specific setup needs and the three-stage product history helps your team make good choices about YouTube ads. To learn more, read our DV360 Floodlight setup guide for step-by-step help. Review DV360 platform features and benefits for basics. Check DV360 CPM benchmarks for video to see how you compare. Read our DV360 creative formats for reach and CTR guide for tips on creative.