View-Through Rate

View-Through Rate

View-Through Rate measures how many users convert after seeing – but not clicking – your ad. Here’s everything you need to know: what it is, why it matters, how to calculate it, and how to optimize it!

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What is View-Through Rate?

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.

What is View-Through Rate?

Why Is View-Through Rate Important?

View-Through Rate gives credit to ads that influence conversions indirectly. It reveals the true value of impressions and helps marketers understand how awareness-driven ads contribute to overall performance.

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How to Calculate View-Through Rate

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

How to Calculate View-Through Rate

The View-Through Rate Formula:

View-Through Rate (%) = (View-Through Conversions ÷ Impressions) × 100

Example of View-Through Rate in Action

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%.

Optimize Your View-Through Rate with OWOX BI

Optimize Your View-Through Rate with OWOX BI

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.

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What Is a Good View-Through Rate?

What Is a Good 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.

What Is a Bad View-Through Rate?

What Is a Bad View-Through Rate?

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.

Best Practices for View-Through Rate

Focus on Visual Impact

Make sure your ad creative is bold, brand-consistent, and memorable – even if users don’t click immediately.

Refine Audience Targeting

Show ads to high-intent audiences who are likely to convert later, such as remarketing lists or custom segments.

Extend the Attribution Window

Use a view-through attribution window (e.g., 7 or 30 days) that matches your typical customer decision cycle.

Optimize Your View-Through Rate with OWOX BI

Common Mistakes to Avoid with View-Through Rate

Don’t undervalue view-through conversions just because they don’t involve clicks. But also avoid inflating results with overly long attribution windows or untargeted impressions.

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Read About View-Through Rate on Our Blog

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