View-Through Conversion

Technical explanation

Advertising platforms match an eligible impression to a later conversion and apply platform-specific windows, viewability rules, identity signals, exclusions, and attribution hierarchy. View-through conversions are normally reported separately from click-through conversions and may differ across platforms.

Business relevance

The metric can reveal delayed influence from display or video exposure that click-only reporting misses, informing budget, creative, and reach decisions.

Implementation example

A display campaign reports purchases occurring within one day of a viewable impression, excludes users who clicked another ad, and compares results with an incrementality test before increasing spend.

Limitations and common misconceptions

Attribution does not prove the impression caused the conversion. Results are sensitive to window length, cross-device matching, cookie restrictions, platform rules, overlap, and conversions that would have occurred anyway.

Topics

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