Attribution Models

Click-Through Conversion

Conversion attributed to an ad because the user clicked the ad before converting.

Click-Through Conversion (CTC) credits ads only when users actually clicked them before converting. More reliable than view-through attribution because click indicates intent. Example: User clicks Google ad → Lands on site → Purchases within 30 days → Google attributes conversion. Click-through conversions are: Higher quality (user showed interest by clicking), more defensible (clear causal link), and less prone to false positives. Best practice: Optimize toward click-through conversions, not view-through. Many advertisers switch to 'click-only' attribution windows to eliminate view-through pollution. Typical attribution window: 7-day click (Meta), 30-day click (Google). Click-through ROAS is typically 20-40% lower than blended (click + view) ROAS, but more accurate representation of true ad performance.

Related Terms

Frequently Asked Questions

What is a Click-Through Conversion (CTC)?

A Click-Through Conversion (CTC) is a conversion event that is directly attributed to a user clicking on an advertisement before completing a desired action, such as a purchase or sign-up. This model credits the ad only when a user demonstrates clear intent by actively engaging with the creative and navigating to the advertiser's site. CTCs are considered a high-quality metric because the click establishes a strong, defensible causal link between the ad exposure and the resulting conversion. Unlike view-through conversions, which can be prone to false positives, CTCs provide a more accurate and reliable measure of an ad campaign's direct performance. For instance, if a user clicks a Google Ad and then purchases within the 30-day attribution window, that sale is counted as a CTC.

Why should marketers prioritize Click-Through Conversions over other attribution types?

Marketers should prioritize Click-Through Conversions (CTCs) because they offer a more accurate and less inflated measure of advertising effectiveness compared to blended or view-through attribution models. A click is a strong signal of user intent and interest, creating a clear line of sight for the ad's impact. By focusing on CTCs, advertisers can better optimize their campaigns toward users who are actively engaging with their ads, leading to more efficient budget allocation. Many sophisticated advertisers adopt a 'click-only' attribution strategy to eliminate 'view-through pollution,' which occurs when conversions are credited to ads that were merely seen, often leading to an overestimation of Return on Ad Spend (ROAS). While CTC-based ROAS may appear lower (typically 20-40% less than blended ROAS), it provides a truer representation of the incremental value generated by the advertising spend.

What is the difference between a Click-Through Conversion and a View-Through Conversion?

The fundamental difference lies in the user's interaction with the ad. A **Click-Through Conversion (CTC)** is credited when a user actively clicks on an ad and subsequently converts within the defined attribution window. The click signifies a deliberate action and intent, making CTCs a reliable indicator of the ad's direct influence. In contrast, a **View-Through Conversion (VTC)** is credited when a user merely views an ad (an impression) but does not click it, yet still converts within the VTC window. VTCs are controversial because they can significantly inflate performance metrics, as the conversion may have happened regardless of the ad view. For example, a VTC can occur if an existing customer sees a retargeting ad and then converts through a direct visit. Best practice is to rely on CTCs for performance optimization, as they represent a more direct and measurable causal impact.

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