View Through Conversion occurs when a user sees an ad, doesn’t click it, but later completes a conversion on your site. It’s especially relevant for display and video ads that drive awareness and influence decisions indirectly.
View Through Conversion is typically tracked through ad platforms using impression pixels or viewability signals. The number of users who view (but don’t click) an ad and convert within a defined attribution window is counted as a View Through Conversion.
A user sees a YouTube ad but doesn’t click. Two days later, they visit the website directly and make a purchase. This is recorded as a view through conversion if it occurs within the set attribution window.
OWOX Data Marts gives you clear visibility into assisted conversions from ad impressions, helping you track View Through Conversions across platforms and adjust spend based on true influence, not just clicks.
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A good View Through Conversion Rate rate depends on your industry and ad strategy. If display or video campaigns show strong VTCs (often 10–30% of total conversions), they are likely driving valuable influence.
A very low or zero View Through Conversion Rate rate may suggest your ads aren’t capturing attention or influencing purchase decisions. It can also indicate issues with audience targeting or creative.
Set appropriate view-through attribution windows (e.g., 1–7 days) based on your typical sales cycle to ensure accurate tracking.
Use high-impact, memorable visuals and messages to ensure users remember your brand even if they don’t click.
Track View Through Conversions separately for display, video, and social ads to understand which channels drive the most assistive value.
