View-Through Conversion
What is VTC?
A view-through conversion occurs when a user sees your ad (an impression) but does not click on it, and then later completes a conversion action (such as a purchase or sign-up) within a specified attribution window. View-through conversions capture the influence of ad exposure beyond direct clicks, acknowledging that seeing an ad can plant a seed that leads to a later conversion through a different path (organic search, direct visit, etc.).
Example
A user sees a Facebook ad for running shoes while scrolling their feed but does not click. Two days later, they search for the brand on Google and purchase the shoes directly. With a 7-day view-through attribution window, this purchase is counted as a view-through conversion for the Facebook ad, acknowledging its role in the purchase decision.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Default Window (Meta) | 1 day view | Post iOS 14 default |
| Extended Window | 7 day view | Available but less commonly used |
| Share of Total Conversions | 20% – 50% | Significant for awareness campaigns |
| Typical Uplift | 15% – 40% | Additional conversions beyond clicks |
Post iOS 14 default
Available but less commonly used
Significant for awareness campaigns
Additional conversions beyond clicks
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Always compare 1-day click + 1-day view attribution against 7-day click + 1-day view to understand how much view-through contributes to your results.
- 2
Be cautious with view-through conversions for performance reporting, they can inflate results, especially for audiences who would have converted anyway.
- 3
View-through data is most valuable for brand awareness and video campaigns where the goal is influence rather than direct response.
- 4
Use incrementality testing (holdout groups) to validate that your view-through conversions represent genuine ad influence.
Frequently Asked Questions About VTC
Track Your VTC in Real Time
Adship gives you a unified dashboard to monitor VTC, optimize campaigns, and improve performance across Meta and TikTok.