How Are View-Through Conversions Counted?

In the ever-evolving world of digital marketing, understanding how advertising efforts translate into results is critical. One metric that often sparks curiosity and debate is the view-through conversion (VTC). Unlike click-through conversions, where a user directly interacts with an ad by clicking it, view-through conversions measure the impact of an ad that a user sees but doesn’t immediately click. So, how are view-through conversions counted, and why do they matter? In this blog, we’ll dive deep into the mechanics of VTCs, explore how top blogs explain this concept, and provide clarity for marketers looking to leverage this metric effectively.

What Are View-Through Conversions?

Let’s define what they are before we get into the nitty-gritty of how view-through conversions are counted. A view-through conversion occurs when a user sees an ad—typically a display or video ad—doesn’t click on it but later completes a desired action, such as purchasing, signing up for a newsletter, or downloading a resource. This metric is particularly valuable for campaigns focused on brand awareness, where immediate clicks might not be the goal, but long-term influence is.

For example, imagine you’re browsing a website and seeing a banner ad for a new pair of sneakers. You don’t click the ad, but a week later, you visit the retailer’s website directly and buy those sneakers. That’s a view-through conversion. The ad didn’t prompt an immediate click but planted a seed that influenced your action.

How Are View-Through Conversions Counted?

So, how are view-through conversions counted in practice? The process relies heavily on tracking technology and a defined timeframe known as the conversion or lookback window. Here’s a step-by-step breakdown:

1. Ad Impression Tracking: An impression is recorded when an ad is served to a user. Platforms like Google Ads use technologies such as cookies or pixels to note that a user has seen the ad. For display ads, an impression is typically considered “viewable” when at least 50% of the ad is visible on the screen for at least one second (per Google’s Active View standards).
2. Conversion Window Definition: Advertisers set a specific timeframe—usually between 1 and 30 days—during which conversion can be attributed to the ad impression. If the user converts outside this window, it won’t be a view-through conversion.
3. User Action Tracking: If the user later visits the advertiser’s website and completes a predefined action (e.g., a purchase or form submission), tracking tools link this action back to the original ad impression. This is done using cookies, device IDs, or other identifiers that connect the user’s journey across sessions.
4. Attribution: The conversion is attributed as a view-through conversion only if the user didn’t click any other ads from the same campaign before converting. If they clicked an ad, it would be counted as a click-through conversion instead.
5. Reporting: Platforms like Google Ads or Facebook Ads then report these conversions separately from click-through conversions, giving marketers insight into the broader impact of their campaigns.

For instance, Google Ads counts view-through conversions for display and video campaigns within a default 30-day window, though advertisers can adjust this. Facebook, in its beta tracking, uses a 28-day window. The key is that these conversions reflect indirect influence rather than immediate action.

Why Counting View-Through Conversions Matters

Understanding how view-through conversions are counted is only half the battle—knowing why they’re valuable is equally essential. VTCs highlight the subtle, often overlooked effects of display and video advertising. While click-through rates (CTR) are easy to measure, they don’t capture the full story. Many users see an ad, process it subconsciously, and act later without ever clicking. Ignoring VTCs risks undervaluing campaigns that build brand awareness or stay top-of-mind.

For example, a study by WordStream highlighted that display ads often have low direct conversion rates, but their view-through impact can significantly boost overall campaign performance. This makes VTCs a crucial metric for holistic campaign analysis.

Challenges in Counting View-Through Conversions

While the process of counting VTCs seems straightforward, it’s not without challenges:

• Attribution Uncertainty: How do we know the ad indeed influenced the conversion? A user might see dozens of advertisements before acting, muddying the waters. Shorter conversion windows (e.g., 7 days) can improve accuracy, but they might miss longer consideration cycles.
• Cookie Limitations: With privacy regulations and cookie deprecation (e.g., Google’s phasing out of third-party cookies), tracking impressions and conversions is trickier.
• Overlaps with Other Channels: If a user sees a display ad, and then later clicks a search ad before converting, the VTC might be excluded, skewing data.

These challenges highlight why some marketers question VTC reliability, as WordStream’s experiment explored. Yet, when used thoughtfully, VTCs still offer valuable insights.

How Are View-Through Conversions Counted in Different Platforms?

Different platforms count VTCs slightly differently:

• Google Ads: Uses a 30-day default window, adjustable to 1-90 days. VTCs are reported under “View-through conversions” and exclude click-through overlaps.
• Facebook Ads: Offers a 28-day window in its beta tracking, focusing on post-impression actions tied to pixel data.
• DSPs (Demand-Side Platforms): Some, like Finch, allow custom attribution (e.g., 50% value to VTCs), offering flexibility beyond standard platforms.

Understanding these variations helps marketers tailor their tracking to specific campaign goals.

Tips to Optimize View-Through Conversions

To make the most of VTCs, consider these strategies:

1. Set a Realistic Conversion Window: Match the window to your sales cycle—shorter for impulse buys, longer for considered purchases.
2. Use Compelling Visuals: Since VTCs rely on impressions, eye-catching ads increase memorability.
3. Combine with Other Metrics: Pair VTCs with CTR and cost-per-conversion for a fuller picture.
4. Test and Refine: Run A/B tests on ad placements and creatives to see what drives more VTCs.

Conclusion

So, how are view-through conversions counted? They’re tracked through impressions, tied to a conversion window, and attributed via cookies or identifiers—simple in theory, complex in execution. While imperfect, VTCs illuminate the hidden value of ads that don’t get clicked but still drive action. By understanding this metric, marketers can better assess campaign impact, optimize budgets, and build stronger brand awareness.

Next time you run a display or video campaign, don’t just focus on clicks—dig into your VTCs. They might just reveal the silent successes of your efforts.

For expert help in tracking and optimizing your view-through conversions, trust Wildnet PPC services. Our team delivers tailored strategies to maximize your ad performance and ROI.

FAQs About View-Through Conversions

Q. What’s the difference between view-through and click-through conversions?
Ans. View-through conversions occur when a user sees an ad without clicking and later converts, while click-through conversions require a direct ad click before the action.

Q. How long is the typical view-through conversion window?
Ans. It varies by platform—Google Ads defaults to 30 days, Facebook uses 28 days—but advertisers can often adjust it based on their needs.

Q. Are view-through conversions reliable?
Ans. They’re less direct than click-through conversions and face attribution challenges, but they’re valuable for measuring brand influence when interpreted carefully.

Q. Can I track view-through conversions without cookies?
Ans. With cookie restrictions growing, alternatives like device IDs or first-party data are becoming essential for accurate tracking.

Q. Why don’t all platforms report view-through conversions the same way?
Ans. Differences in technology, attribution models, and campaign goals lead platforms to customize how they count and report VTCs.

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