View-Through Attribution
01 Definition
View-Through Attribution meaning: View-through attribution credits conversions to ads that were seen but not clicked.
View-through attribution gives credit to an ad impression that a user saw without clicking, if that user later converts within a set window. It captures the influence of display and video ads that build awareness. It is prone to overcounting because a view is weaker evidence than a click.
Also called
Why it matters
How View-Through Attribution fits the work
It measures the effect of ads people notice but do not click, which matters for display and video where clicks are rare.
In context
A user saw a video ad, clicked nothing, then bought two days later, and view-through attribution credited that impression for the sale.
Practical note
View-through counts can inflate results, since a served impression does not prove the ad was actually seen or that it caused the conversion.