What is a view-through conversion?
A view-through conversion is a conversion that takes place after someone sees your ad but doesn't click it. The platform credits the ad if the person converts within a set window after the impression.
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How view-through conversions are counted
When a person sees an ad, the platform records the impression. If that person later converts on your site without clicking, and the conversion happens within the attribution window, it's counted as a view-through conversion.
The length of the window and the rules differ by platform, and many let you adjust them.
Why they are useful and tricky
View-through conversions show that ads can influence people who never click, which matters for awareness, video, and display. Clicks alone miss that effect.
They can also overstate impact. Someone might have converted anyway, or seen several ads before buying. Treat the number as a signal, not proof.
Using them wisely
Report view-through conversions separately from click-based ones. Test with holdout groups or lift studies when you need evidence that the ads caused the extra conversions.
Common questions
What is the difference between a view-through and a click-through conversion?
A click-through conversion follows a click on the ad. A view-through conversion follows only a view, with no click.
Are view-through conversions reliable?
They show a possible link between an ad and a result, but they can't prove the ad caused it. Use them with other measures.
What is a view-through window?
It's the period after an impression during which a conversion can be credited to that ad. Platforms set defaults and often let you change it.
Should I include view-through conversions in my bidding?
It depends on your goals and how much you trust the signal. Many advertisers keep them out of bidding conversions to avoid optimizing toward credit they might not have earned.
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