Measurement
View-through conversion
A conversion credited to an ad that the person saw but did not click.
What it is
Platforms count it when the conversion happens within a set window after the impression.
Why it matters
For lead generation and e-commerceSome ads work by being seen, such as video and social. Ignoring views undervalues them; counting all of them overvalues them.
In practice
Read view-through conversions separately from click conversions, and test their real effect with holdouts.
A common mistake
Adding view-through conversions to click conversions and treating the total as caused by ads.
All terms