Click-Through Conversion

Definition:
A click-through conversion occurs when a user clicks on an ad and later completes a desired action, such as making a purchase, signing up, or submitting a form — within a set attribution window.

Why it matters:
Click-through conversions are the most direct and commonly credited form of conversion in digital advertising. They provide clear cause-and-effect between ad interaction and business outcome, making them essential for campaign optimization and ROI measurement.

How it works:
When a user clicks on an ad, the platform generates a unique tracking ID (e.g., GCLID for Google, FBCLID for Meta). If the user converts within the attribution window (e.g., 7 days after the click), the conversion is attributed to that ad click.

Common attribution windows:

• Google Ads default: 30 days

• Meta Ads default: 7-day click

• Custom windows can be defined per platform or business model

Best practices:

• Ensure all ad URLs are properly tagged with UTM parameters or click IDs

• Align attribution windows with your typical customer journey

• Use server-side tracking for more reliable conversion attribution

• Compare click-through conversions to view-through and last-click metrics for a full picture