KnowledgePaid Media / Metric explained
View-through Conversions
VTC · Conversions attributed after someone saw an ad without clicking it.
The metric, at your level
Understand VTC in context.
Simply explained explanation
Conversions attributed after someone saw an ad without clicking it.
Professional explanation
Post-impression attributed conversions within an eligible lookback window, subject to ad-product policy.
Analytical explanation
Treat view-through as supporting exposure evidence, not proof of incrementality. Cross-platform totals can overlap heavily.
Technical explanation
The attribution rules, eligible formats, viewability standards and conversion windows are platform-specific. Often separate from click-through columns.
Four complementary explanations — choose your level. Technical definitions are platform-specific where noted.
Calculation / definitionPlatform-attributed post-view conversions
↗ How to use it
Evaluate with holdouts or incrementality testing.
⚠ Common interpretation mistake
A view-through conversion may also be claimed by another channel.