View-Through Conversion 

Definition:
A view-through conversion occurs when a user sees (but doesn’t click) an ad and later completes a conversion on the advertiser’s site.

Why it matters:
View-throughs highlight the influence of upper-funnel advertising — especially for display and video, even when users don’t immediately interact with the ad.

When it’s used:

• Branding or awareness campaigns

• Attribution for non-click engagements

• Post-impression reporting in platforms like Google Display or Meta

Best practices:

• Use reasonable attribution windows (e.g., 1-day, 7-day)

• Don’t overvalue view-throughs without deeper engagement

• Compare view-through vs. click-through conversions for impact