Attribution Models

View-Through Conversion

Conversion attributed to an ad impression even though the user never clicked the ad, just viewed it.

View-Through Conversion (VTC) credits ads for conversions when users saw the ad but didn't click, then later converted. Example: User sees Facebook ad (doesn't click) → 3 days later, searches brand name → Purchases → Meta claims credit via view-through attribution. Controversy: Did the ad actually influence the purchase, or would they have bought anyway? VTC is source of massive attribution inflation. Default settings: Meta uses 7-day view + 1-day click window, meaning any purchase within 7 days of seeing ad gets attributed. Problem: Employees see ads (view), then process manual orders → False positive. Existing customers see ads → Purchase anyway → False positive. Solution: Switch to 1-day view + 7-day click or click-only attribution to eliminate most false positives. VTC can inflate ROAS by 20-50%.

Related Terms

Frequently Asked Questions

What is a View-Through Conversion?

A View-Through Conversion (VTC) is a type of conversion that is credited to an ad impression even though the user never clicked on the ad, but merely viewed it. The conversion must occur within a specified time frame, known as the view-through attribution window, which is typically 1 day. The underlying theory is that simply seeing the ad influenced the user's decision to purchase later. For example, if a user sees a Facebook ad, does not click it, but then purchases from the brand's website the next day, Facebook may claim a VTC. VTCs are a major source of attribution inflation, as they often credit ads for purchases that would have happened anyway, especially in retargeting campaigns or when employees process manual orders.

How can marketers accurately measure the value of View-Through Conversions?

Marketers can accurately measure the value of View-Through Conversions (VTCs) by conducting incrementality testing, rather than relying solely on platform-reported attribution. Incrementality tests, such as holdout groups or geo-experiments, determine the additional conversions that would not have occurred without the ad exposure. Since VTCs are highly prone to false positives and attribution pollution, a best practice is to switch to a 'click-only' attribution window or a very short 1-day view window, and then use incrementality studies to understand the true, causal impact of ad views on sales. This approach helps to eliminate the inflation that VTCs introduce, providing a more accurate Return on Ad Spend (ROAS) figure for confident budget allocation.

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

The primary difference between a View-Through Conversion (VTC) and a Click-Through Conversion (CTC) lies in the user's interaction with the ad. A CTC is credited when a user actively clicks on an ad and then converts within the click-through attribution window (e.g., 7 or 30 days). This indicates a clear intent and a more direct causal link between the ad and the purchase. A VTC, conversely, is credited when a user merely views an ad without clicking, and then converts within the view-through window (e.g., 1 day). Because VTCs lack the intent of a click, they are considered a lower-quality conversion and are far more susceptible to attribution pollution, often leading to inflated ROAS figures compared to the more reliable CTC.

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