View-Through Conversion

A view-through conversion is a metric used when a user is exposed to an ad but doesn't click on it immediately, later converting through a different channel or action. This type of conversion helps measure the impact of ads that drive conversions indirectly, offering a more complete view of how ads influence user behavior. 

The Importance of View-Through Conversions

View-through conversions help measure the success of display and video campaigns by accounting for the indirect impact ads have on users. By capturing conversions that result from ad exposure without a direct click, advertisers can better understand how brand awareness campaigns influence purchasing decisions and actions, offering a broader understanding of the ad's effectiveness, especially for top-of-the-funnel marketing efforts.

Incorporating view-through conversions into marketing analytics allows advertisers to assess the true value of their ad campaigns. By analyzing both direct and indirect conversions, marketers can make more informed decisions about their ad strategies, ensuring they are maximizing returns on ad spend (ROAS). This metric also helps identify the touchpoints in the customer journey that may otherwise go unnoticed, offering insights into how ads influence customer behavior over time.

Additionally, view-through conversions can significantly enhance brand awareness tracking, showing how repeated exposure to an ad can keep a brand top-of-mind for users. This metric is especially important for campaigns focused on long-term engagement and for products that involve a longer consideration period. 

How Are View-Through Conversions Counted?

View-through conversions are captured using tracking pixels and cookies, which record the ad impression, monitor the user’s journey after the ad is viewed, and attribute a conversion back to the initial ad exposure, even though there was no direct click. View-through conversions track conversions based on the ad's visibility and its influence on a user's later behavior.

Cookies and tracking pixels work within an attribution window, which defines the time frame in which the conversion can be attributed to the ad impression. The length of the attribution window can vary, depending on campaign settings, typically ranging from 1 to 30 days. This window is crucial for determining whether the conversion was influenced by the ad exposure or other factors in the user's journey.

How to Calculate View Rate 

To monitor the view-through rate, advertisers need to track how often their ads are being viewed and then later leading to conversions. The formula for calculating the view-through rate (VTR) is:

VTR=( View Through Conversions​ / Total Impressions ) × 100

A higher view-through rate indicates that more users are being influenced by the ad even if they don’t click on it.

View-Through Conversions vs. Click-Through Conversions

View-through conversions and click-through conversions represent two distinct ways of measuring a campaign’s success. While both track user actions that lead to conversions, they differ in how those actions are attributed.

A click-through conversion occurs when a user clicks on an ad and then completes a desired action, such as making a purchase or filling out a form. The direct interaction between the ad and the user is the key element, making click-through conversions a more immediate and trackable metric for direct-response campaigns.

On the other hand, view-through conversions measure the impact of an ad that was seen but not clicked on. When a user views an ad, does not engage with it directly, but later visits the website and converts through a different channel, that action is attributed to the initial ad view. 

When to Prioritize View-Through Conversions

Advertisers may prioritize view-through conversions when running campaigns aimed at increasing brand visibility or customer journey tracking, especially when the goal is to understand how ad impressions affect user behavior over time. This provides insights into the long-term impact of ad exposure. 

For instance, display and video campaigns that promote brand awareness are often more accurately assessed using view-through conversions, as they highlight the impact of ad exposure without direct user interaction.

Improving View-Through Rates

Increasing view-through conversion rates is essential for advertisers aiming to measure the full impact of their ads on user behavior. Here are key strategies to enhance view-through conversion rates:

1. Target the Right Audience: Precision targeting ensures ads are shown to users who are more likely to engage with the brand at a later time. Leveraging audience segmentation based on demographics, interests, and behaviors helps increase the likelihood of view-through conversions.
2. Create Engaging Visuals: Well-designed and attention-grabbing ad creatives are crucial. Ads with compelling visuals and clear messaging help leave a lasting impression, even if users don’t click immediately. The better the ad resonates, the higher the chances it will lead to conversions later on.
3. Leverage Cross-Channel Marketing: Integrating view-through conversions across multiple platforms—such as display ads, YouTube, and social media—can significantly improve their effectiveness. A cohesive brand presence across channels reinforces the message, increasing the likelihood of users returning to convert.
4. Adjust Ad Frequency: Optimizing how often ads are shown to the same users helps avoid ad fatigue, where users become less responsive due to seeing the same ad too frequently. Finding the right balance keeps the ad impactful without overwhelming potential customers.
5. Use A/B Testing: Continuously testing different versions of ads—varying images, calls-to-action, or formats—can help identify which elements contribute to higher view-through conversion rates. A/B testing provides actionable data on what resonates most with the target audience.

Improve Landing Pages: Even though view-through conversions don’t come from direct ad clicks, optimizing landing pages ensures that when users do visit the site later, they find a relevant and compelling experience, increasing the chance of conversion.