View-Through Rate is the percentage of users who saw your ad and later completed a conversion, without clicking the ad. It helps measure the branding impact of display and video ads beyond direct clicks.
Divide the number of view-through conversions by the total number of impressions, then multiply by 100 to get the percentage.
View-Through Rate (%) = (View-Through Conversions ÷ Impressions) × 100
View-Through Rate (%) = (View-Through Conversions ÷ Impressions) × 100
If your display ad receives 200,000 impressions and results in 1,000 users converting without clicking the ad, your View-Through Rate would be 0.5%.
OWOX Data Marts helps you connect impression data with post-view conversions. Identify which ads, audiences, and placements drive awareness and take credit for conversions that standard metrics may miss.
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A good View-Through Rate depends on your industry and campaign type. For display ads, anything between 0.1–1% may indicate your ads are creating brand lift and influencing future conversions.
A very low View-Through Rate could mean your ad isn’t leaving an impression – or your audience isn’t converting after viewing. It may signal poor creative or misaligned targeting.
Make sure your ad creative is bold, brand-consistent, and memorable – even if users don’t click immediately.
Show ads to high-intent audiences who are likely to convert later, such as remarketing lists or custom segments.
Use a view-through attribution window (e.g., 7 or 30 days) that matches your typical customer decision cycle.
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