View-Through Conversion
A conversion after seeing an ad without clicking
In short
A view-through conversion is a conversion credited to an ad because the user saw it but didn’t click it, and converted within the view window.
Also known as: view through conversion, post-view conversion, view conversion
A view-through conversion is a conversion that an ad platform credits to an ad even though the user only saw the ad and didn’t click it. The conversion has to happen within the view window, for example 1 day after the impression.
How it happens
A user scrolls through Instagram and sees your ad but doesn’t click. The next morning they search for your brand on Google and sign up as a lead. Meta learns about this conversion via the pixel or the Conversion API, recognizes the user and credits it to the ad as a view-through conversion. At the same time, Google Ads may count the same lead as a click conversion.
Example
A Meta campaign reports 60 conversions a month: 18 view-through conversions (1-day view) and 42 after a click (7 days). With a $2,400 budget:
Cost per lead (all) = $2,400 ÷ 60 = $40
Cost per lead (clicks only) = $2,400 ÷ 42 ≈ $57
Which number is closer to the truth depends on how many of those 18 users would have converted without the ad. Only tests with control groups can answer that cleanly.
View-through conversions in lead generation
View-through conversions matter mostly for video ads, display and retargeting. Retargeting in particular reaches people who already know you, so view conversions there tend to be inflated.
Website tracking can’t see pure views, because the user doesn’t arrive via the ad. In click-based reporting, like first-click attribution or last-click attribution, such a lead is credited to the channel the user actually came through – for example Google search or direct traffic. That is often where the gap between ad account and CRM comes from.
View-through vs. click conversions
A click conversion requires the user to actively click the ad. That is a much stronger signal. Many advertisers therefore compare campaigns primarily by click conversions and use view-through conversions as additional information.
Common mistakes
- Mixing view and click conversions: Your cost per lead looks better than it really is.
- View windows that are too long: The longer the window, the more coincidental conversions get credited to the ad.
- Adding up platform numbers: One lead can be a view conversion on Meta and a click conversion on Google at the same time.
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Frequently asked questions
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Related terms
All termsAttribution Window · The time frame for crediting a conversion
An attribution window defines how many days after a click or view a conversion is still credited to an ad, for example 7 days after the click.
Attribution · Assigning conversions to marketing channels
Attribution assigns leads, purchases and revenue to the channels, campaigns and ads that drove them – the basis for every budget decision you make.
Touchpoint · A point of contact between customer and brand
A touchpoint is any single point of contact between a prospect and your brand – for example an ad click, a website visit, an email or a phone call.
Last-Click Attribution · The attribution model that credits the last contact
Last-click attribution gives 100% of the credit for a conversion to the last touchpoint before it – the click that led directly to the lead or purchase.
Customer Journey · The path from first contact to closed deal
The customer journey describes every step and touchpoint a prospect goes through, from the first contact with your brand to the purchase or signed deal.
First-Click Attribution · The attribution model that credits the first contact
First-click attribution gives 100% of the credit for a conversion to the first touchpoint – the channel through which a user found you for the first time.