View-through conversions

Discover how View-Through Conversions (VTCs) help businesses measure the influence of ads even when users don’t click. Learn how to track, analyze, and optimize VTCs for better ad performance.

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KPI Details

Category

Marketing
Type

Lagging Indicator
Calculation

Measure

Tracks the number of conversions influenced by an ad impression, even if no direct click occurred, helping advertisers assess the true impact of display and video ads.
Data Sources:

Google Ads, Facebook Ads, LinkedIn Ads, Microsoft Advertising, YouTube Analytics.
Frequency

Tracked daily or weekly to evaluate ad attribution and campaign effectiveness.

Example target

Increase View-Through Conversions by 20% in Q3 by refining audience targeting and optimizing creative assets.

Example Reports Use Case

A Performance Marketer tracks View-Through Conversions to measure how display ads contribute to overall conversion goals. If VTCs are low, they may adjust targeting, enhance creatives, or extend ad exposure time.

Best Practices for View-Through Conversions

  • Optimize Ad Placement & Visibility

    Ensure ads are shown in high-quality placements to increase recall and engagement.

  • Improve Audience Targeting

    Use retargeting and lookalike audiences to reach users most likely to convert.

  • Enhance Ad Creatives & Messaging

    Create compelling visuals and messages that leave a lasting impression even without a click.

  • Analyze Multi-Touch Attribution

    Consider View-Through Conversions alongside click-based conversions for a complete performance picture.

What is View-Through Conversions

View-Through Conversions is a key performance indicator (KPI) that measures the number of conversions that occur within a specific period—typically 30 days—after a user views an ad but does not click on it. Instead, the user later returns to the website through other means, such as organic search or direct visit, and completes a desired action (e.g., purchase, sign-up). Commonly tracked in platforms like Google Ads, this metric highlights the indirect influence an ad has on user behavior and provides a fuller picture of campaign effectiveness beyond just click-based conversions.

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