View-Through Conversion (VTC)

A View-Through Conversion (VTC) refers to a conversion that occurs after a user has seen an ad but did not click on it immediately. Instead, the user takes the desired action – such as making a purchase or registering – after seeing the ad on a website or platform. This type of conversion is particularly used in digital display advertising and video ads to measure the indirect effects of advertising efforts.

• A user sees an ad (e.g., banner, video) but does not click on it.
• Later, usually within 24 hours to a week (depending on tracking settings), the user performs a conversion, such as making a purchase or registering on a website.
• The advertiser can attribute this conversion to the View-Through action because the user saw the ad before completing the conversion, even though they did not click on the ad directly.

View-Through Conversions are measured using tracking technologies like cookies or pixels. These technologies track whether a user has seen an ad and later completes a conversion. If the ad and conversion are linked within a specified time window, a View-Through Conversion is recorded.

• Extended Success Evaluation: View-Through Conversions help to understand the longer decision-making cycle that plays a role in many online purchasing decisions. Focusing only on direct click-through conversions would underestimate the total impact of the advertising.
• Brand Awareness and Recall: A high number of View-Through Conversions may indicate that the ad made a lasting impression, even if the user didn’t directly click on it. This helps understand how well the ad works in terms of brand awareness and recall.
• Measuring the Consumer Journey: The View-Through Conversion provides valuable insights into the user’s decision-making process and how advertising may have influenced their purchasing decision, even without a direct click.

• Time Frame: There is no universal time window within which a View-Through Conversion should be captured. The duration of the View-Through window can vary, influencing the conversion outcome.
• Bias from External Factors: Since View-Through Conversions do not require direct action (e.g., a click), it can be difficult to measure the exact impact of the ad. Other factors (e.g., organic search or recommendations) might also influence the conversion.
• Data Validity: Advertisers must ensure that their tracking technologies are working correctly, as errors or ad-blockers can interfere with the capture of View-Through Conversions.

The View-Through Conversion is an important metric in digital marketing that helps measure the long-term impact of an ad, even if the user doesn't directly click on it. This metric supports the evaluation of brand awareness and recall and shows how ads contribute indirectly to conversions. Although it presents challenges in accurate measurement, it is a valuable tool for advertisers to understand and optimize the overall effectiveness of their campaigns.