What is View-Through Conversion?

View-through conversion is a metric used in online advertising to measure the effectiveness of display or video ads in generating conversions, such as website visits, sign-ups, or purchases, even if the user did not click on the ad directly.

When a user is exposed to an ad but does not click on it, yet later completes a desired action on the advertiser’s website, it is counted as a view-through conversion.

These conversions are attributed to the ad exposure, recognizing that the ad played a role in influencing the user’s decision to take action, even if they did not interact with the ad directly.

View-through conversions are tracked using technologies such as pixel tracking or cookies, which allow advertisers to identify users who have been exposed to their ads and later visit their website or perform a conversion event.

This metric provides insights into the impact of display or video advertising on driving user engagement and conversions beyond direct clicks.

How Does It Work?

View-through conversions are typically counted using tracking mechanisms such as cookies or pixel tracking. Here’s how it works:

User Exposure to Ad

When a user is exposed to a display or video ad, either by viewing it on a website, social media platform, or through other digital channels, a tracking mechanism associated with the ad is activated.

Tracking Mechanism Activation

The tracking mechanism, which could be a tracking pixel or a cookie placed on the user’s device, registers the ad impression when the ad is displayed to the user.

User Interaction

The advertiser sets a view-through conversion window when they create or edit conversion actions. For example, if they pick 15 days for a conversion action, then view-through conversions that happen within 15 days after an impression are tracked.

If the user does not click on the ad but later visits the advertiser’s website or performs a desired action (such as making a purchase or signing up for a newsletter) within those 15 days, the tracking mechanism recognizes the user as having been exposed to the ad.

Attribution of Conversion

The view-through conversion is attributed to the ad exposure, indicating that the ad played a role in influencing the user’s decision to take action, even though they did not interact with the ad directly.

Tracking and Reporting

Advertisers use ad tracking and analytics platforms to track and report view-through conversions. These platforms analyze data collected from tracking mechanisms to provide insights into the effectiveness of display or video ads in driving conversions.