Metric · 2 min read
View through conversion
View Through Conversion measures when users convert after viewing, but not clicking an ad. Learn what it is, why it matters, how it’s calculated, and how to track View Through Conversion to improve campaign attribution.
Formula
View Through Conversions = Conversions from Ad Views (No Clicks) within Attribution Window
Example. 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.
What it is
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.
Why it matters
View Through Conversion provides insight into the true impact of impression-based advertising. It helps marketers understand the value of upper-funnel campaigns and avoid undervaluing ads that influence users without direct clicks.
How it is calculated
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 good value
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 bad value
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.
Do
Apply these strategies to improve View Through Conversion tracking and performance.
- 01
Use proper attribution Windows
Set appropriate view-through attribution windows (e.g., 1–7 days) based on your typical sales cycle to ensure accurate tracking.
- 02
Optimize creative for awareness
Use high-impact, memorable visuals and messages to ensure users remember your brand even if they don’t click.
- 03
Segment and compare by channel
Track View Through Conversions separately for display, video, and social ads to understand which channels drive the most assistive value.
Avoid
Relying only on click-based attribution ignores valuable assisted conversions. Don’t overlook View Through Conversions when evaluating ad performance – especially in upper-funnel campaigns.
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