View Through Conversions

View-Through Conversions are a metric used in digital advertising to track the number of conversions that occur after a user has seen an ad but did not interact with it directly (i.e., they did not click on the ad). Instead, the user later completes a desired action such as making a purchase or signing up for a service. This type of conversion is important as it provides insight into the effectiveness of an advertisement in influencing user behavior beyond direct interactions. View-Through Conversions help advertisers understand the impact of their display and video ads that might not necessarily drive immediate clicks but still contribute to the final decision-making process of users. This metric is particularly valuable in assessing the role of brand awareness and visibility in the conversion process. It highlights the importance of creative and messaging in ads that catch the user's attention and remain memorable, eventually leading to a conversion even without a direct click-through.