View-Through Conversion
Table of Contents
What is View‑Through Conversion?
A view‑through conversion (VTC) occurs when a user sees—but does not click—an ad, then later converts within the attribution window, showing impression‑level influence.
Key points
- Window: Default 1‑day (Meta), 24‑hour (Google Display); adjustable to 7‑30 days.
- Channel fit: Display, video, CTV where clicks are lower.
- Guardrails: Filter by viewability to avoid inflated credit.
- Measurement: Compare VTCs vs. click‑through conversions for true ROAS.
- Criticism: Can over‑attribute if overlap with other channels; use incremental tests.
Pro tips
- Deduplicate across devices via people‑based IDs.
- Exclude VTCs from remarketing to avoid double credit.
- Run holdout geo tests to validate VTC lift.
Make every message count on social.
Built for real connection, Birdeye Social helps you understand your audience, spark engagement, and drive performance across all channels.