View-Through Conversion
01 Definition
View-Through Conversion meaning: A conversion counted when someone sees an ad, does not click, but converts later.
A View-Through Conversion happens when a user is shown an ad, does not interact with it, and then converts within a set window. It credits the impression for influencing the action. It applies mainly to display and video, and platforms report it separately from click conversions to avoid overcounting.
Also called
Why it matters
How View-Through Conversion fits the work
View-through data helps measure the impact of impression-based display and video ads that shape demand without an immediate click.
In context
A user sees a YouTube ad, skips it, then searches and buys two days later, and Google Ads logs a view-through conversion within the 3 day window.
Practical note
Correlation is not proof the ad caused the sale, and cookie or tracking limits reduce accuracy. Keep view-through numbers separate from click conversions when judging results.