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 BI 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.
Start your free trial today and gain full control over your View-Through Rate!
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.
