Metric · 2 min read
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!
Formula
Example. 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%.
What it is
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.
Why it matters
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.
How it is calculated
Divide the number of view-through conversions by the total number of impressions, then multiply by 100 to get the percentage.
A good value
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 bad value
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.
Do
Use these strategies to improve your View-Through Rate and capture more post-view conversions.
- 01
Focus on visual impact
Make sure your ad creative is bold, brand-consistent, and memorable – even if users don’t click immediately.
- 02
Refine audience targeting
Show ads to high-intent audiences who are likely to convert later, such as remarketing lists or custom segments.
- 03
Extend the attribution window
Use a view-through attribution window (e.g., 7 or 30 days) that matches your typical customer decision cycle.
Avoid
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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Calculate View-Through Rate on your own data.
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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