View-Through Conversion
A conversion that occurs after someone saw but did not click your ad.
Why It Matters
View-through conversions reveal the impact of display and video ads that drive awareness without clicks.
How It Works
When a user sees your ad but does not click, a cookie or identifier is placed. If they convert within the view-through window (typically 1 day), the ad receives credit for the conversion.
Real-World Example
A user sees a display banner, does not click, but visits the site directly and purchases within 24 hours.
Common Mistakes
Weighting view-through conversions equally to click-through
Using long view-through windows that inflate results
Related Terms
A conversion that occurs after someone clicks your ad and later completes the desired action.
The time period after an ad interaction during which a conversion is attributed to that ad.
A framework for assigning credit to the marketing touchpoints that lead to a conversion.
View-Through Conversion FAQs
Are view-through conversions reliable?
They are directionally useful but less certain than click-through conversions since the user did not actively engage.
Should I include view-through conversions in reporting?
Report them separately to understand awareness impact, but do not mix them with click-through conversions.
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