What is a view-through conversion?
A view-through conversion happens when someone sees an ad but doesn't click it, then later completes a desired action on your site. It measures the impact of ads even without direct clicks.
Key points
- Measures conversions after an ad view, not a click.
- Crucial for understanding brand awareness campaigns.
- Requires proper conversion tracking and a defined lookback window.
- Helps evaluate the true impact of display and video ads.
View-through conversion (VTC) is a key metric in paid advertising that tracks conversions attributed to an ad impression rather than an ad click. Unlike a click-through conversion, where a user directly interacts with an ad and then converts, a view-through conversion occurs when a user simply *sees* an ad and later completes a desired action, such as a purchase, sign-up, or download, without clicking the ad.
This metric is especially important for display, video, and brand awareness campaigns. It acknowledges that not all ad interactions lead to an immediate click, but the exposure itself can still influence a user's decision-making process. The ad plants a seed, and the user converts later through a direct visit or another channel, demonstrating the ad's indirect power.
Why view-through conversion matters
Understanding view-through conversions gives marketers a more complete picture of their advertising performance. Relying solely on click-through conversions can lead to an underestimation of an ad campaign's true impact, especially for initiatives designed to build brand recognition or drive awareness at the top of the marketing funnel.
- Holistic campaign evaluation: VTC helps you see the broader influence of your ads. Many users might see an ad multiple times before converting. They might not click, but the repeated exposure builds familiarity and trust, leading them to your site later.
- Attribution accuracy: It offers valuable data for multi-touch attribution models. While a click might be the last touch, an earlier ad view could have played a significant role in initiating the customer journey. Ignoring VTC can skew your understanding of which channels truly contribute to conversions.
- Optimizing brand awareness: For campaigns focused on reach and branding, VTC is a crucial indicator of success. It shows that your ads are effectively getting in front of your target audience and influencing their behavior, even if direct engagement is low.
- Budget allocation: By understanding the value of view-through conversions, you can make more informed decisions about allocating your ad budget across different campaign types and ad formats. It helps justify spending on display or video ads that might not generate high click-through rates but still drive significant value.
How to track view-through conversions
Tracking view-through conversions requires proper setup within your ad platforms and on your website. Most major ad platforms, like Google Ads, Meta Ads, and other DSPs (Demand-Side Platforms), offer mechanisms to track these conversions.
Implementing conversion tracking
- Ad platform pixels: You need to implement the ad platform's conversion tracking pixel or tag on your website. When a user views your ad, the ad platform registers an impression and often drops a cookie on the user's browser. If that user then visits your site and completes a conversion action within a specified timeframe, the pixel fires, and the ad platform can attribute that conversion back to the original ad view.
- Lookback window: A critical component is the
Real-world examples
Display ad for a new streaming service
Sarah sees a display ad for "StreamFlix" on a news site. She doesn't click it, but a week later, she remembers the service and signs up directly on their website. This is a view-through conversion.
YouTube pre-roll ad for a software tool
Mark watches a pre-roll ad for "ProjectManager Pro" before his YouTube video. He skips the ad after 5 seconds. Two days later, while searching for project management tools, he visits ProjectManager Pro's site and starts a free trial. This is a view-through conversion.
Common mistakes to avoid
- Ignoring view-through conversions, leading to underestimating ad performance.
- Confusing view-through with click-through conversions.
- Using an inappropriate lookback window for campaign goals.