View-through conversion
A view-through conversion is credited to an ad that was seen but not clicked before the user converted through another path.
View-through data answers a real question — did display and video exposure precede conversions? — but as a credited metric it is the easiest number in advertising to inflate: serve enough impressions to enough people and some will buy regardless.
Treat view-through as directional evidence, never as equivalent to click conversions, and validate channels that lean on it (display, video, retargeting) with holdout tests before scaling their budgets.
Knowing what View-through conversion means isn’t the edge.
Knowing what it’s doing to live accounts right now is. Operator notes from $200M+ in managed spend — sent when we find something worth your time.
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