What are View-Through Conversions?

View-Through Conversions (VTCs) are a type of Conversion Tracking metric used in online advertising that measures the number of conversions generated by users who were exposed to, but did not directly interact with, a display or video ad. Unlike click-based conversions, which are attributed to users who clicked on an ad and subsequently completed a desired action, VTCs attribute conversions to users who were shown an ad (impression) and later converted without clicking on the ad.

How View-Through Conversions Work

View-Through Conversions are typically tracked using a pixel or tag placed on the Advertiser’s website, which captures information about users who have been served an ad impression. When a user is exposed to an ad impression but does not click on the ad, the tracking pixel records the impression and stores a cookie or identifier in the user’s browser. If the user later visits the Advertiser’s website and completes a conversion event, such as making a purchase or submitting a form, the tracking pixel attributes the conversion to the earlier ad impression, even though the user did not click on the ad.

For example, suppose a user is shown a display ad for a clothing retailer while browsing a website but does not click on the ad. Later, the user visits the retailer’s website directly and makes a purchase. The View-Through Conversion Tracking pixel would attribute the purchase to the earlier ad impression, recognizing that the ad exposure influenced the user’s decision to visit the website and complete the purchase.

Importance of View-Through Conversions

View-Through Conversions provide valuable insights into the effectiveness of display and video advertising Campaigns:

Brand Awareness: VTCs help Advertisers gauge the impact of their display and Video Ads on brand awareness, brand recall, and purchase intent among users who may not have clicked on the ads but were exposed to them.
Incremental Conversions: VTCs capture conversions from users who may have been influenced by ad exposure but did not immediately click on the ad, providing a more comprehensive understanding of the ad Campaign’s overall impact on user behavior and Conversion Rates.
Cross-Channel Attribution: VTCs complement click-based Conversion Tracking by attributing conversions to upper-funnel touchpoints, such as display or Video Ads, that contribute to the user’s conversion path across multiple channels and devices.
Optimization Insights: By tracking VTCs, Advertisers can optimize their display and video ad Campaigns based on Performance Metrics such as view-through Conversion Rate, cost per view-through conversion, and return on ad spend (ROAS), to maximize the effectiveness of their advertising investments.

Best Practices for View-Through Conversions

To effectively track and utilize View-Through Conversions in advertising Campaigns, Advertisers can follow these best practices:

Define Conversion Events: Clearly define conversion events or goals that are meaningful to your business, such as purchases, sign-ups, or downloads, and set up tracking for these events using a Conversion Tracking system or platform.
Implement Tracking Tags: Install tracking tags or pixels on your website to capture user interactions, ad exposures, and conversion events, ensuring accurate attribution of View-Through Conversions to specific ad Campaigns.
Establish Attribution Windows: Determine the time window during which View-Through Conversions are credited to ad Impressions/" class="pseudolink" target="_blank">Impressions, considering factors such as the average time lag between ad exposure and conversion, and adjust attribution settings accordingly.
Segmentation and Analysis: Analyze View-Through Conversions by segmenting data based on factors such as ad creative, placement, audience demographics, or time of exposure, to identify high-performing ad strategies and optimization opportunities.
Combine with Click-Based Conversions: Consider View-Through Conversions in conjunction with click-based conversions to gain a comprehensive understanding of Campaign performance and attribution across the entire Customer Journey.

Key Takeaways

View-Through Conversions (VTCs) measure conversions generated by users who were exposed to display or Video Ads but did not click on the ads.
VTCs provide insights into the impact of display and video advertising on brand awareness, incremental conversions, cross-channel attribution, and Campaign optimization.
Best practices for VTCs include defining conversion events, implementing tracking tags, establishing attribution windows, segmenting and analyzing data, and combining VTCs with click-based conversions for a comprehensive view of Campaign performance.