What It Is
A view-through conversion is recorded when a person sees an ad without clicking on it, then later returns to the advertiser’s website and converts. It is a way to measure the assist value of display, video, and OTT campaigns that build awareness rather than drive an immediate click.
Why It Matters
Most awareness-stage advertising does not produce a click on the ad itself. The campaign’s job is to plant the brand in memory so the person searches for you later or types your URL directly. View-through conversions are how that contribution gets counted. They should be reported separately from click-through conversions, because they are softer evidence and conversion windows matter.
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