View-through Attribution

View-through attribution measures conversions from users who viewed an ad but did not click on it.

Why it matters

Provides a more comprehensive view of ad effectiveness.
Helps in understanding the impact of brand awareness campaigns.

How to measure

Track conversions within a set attribution window post-ad view.
Common windows range from 24 hours to 7 days.

Details

View-through attribution is crucial for understanding the indirect impact of ads on conversions. It captures the influence of ad impressions on user decisions, especially in brand awareness campaigns where direct clicks are not the primary goal. This method complements click-through attribution by providing a fuller picture of ad performance.

In mobile contexts, view-through attribution helps growth teams optimize ad spend by identifying which impressions lead to conversions, even without direct interaction. It requires integration with mobile measurement partners (MMPs) to accurately track and attribute these conversions.

Examples & formulas

Consider a scenario where a user sees a mobile ad for an app but doesn't click it. Later, they download the app directly from the app store. View-through attribution would credit the ad impression for this conversion.

Common mistakes

Over-attributing conversions to impressions; ensure proper attribution windows are set.
Neglecting to use MMPs for accurate tracking; this can lead to data discrepancies.