View-Through Attribution

What This Page Answers

View-through attribution gives conversion credit after a user sees an ad but does not click, then converts within the attribution window. It can reveal influence from visual and awareness channels, but it is also one of the easiest ways to inflate reported performance.

How It Works

A typical view-through rule:

User sees ad -> does not click -> converts within X hours or days -> platform reports view-through conversion

The platform decides what counts as a view and which window applies.

When It Helps

View-through attribution can be useful for:

  • Video campaigns

  • Paid social prospecting

  • Demand creation

  • Retargeting influence analysis

  • Brand awareness and consideration campaigns

  • Campaigns where users often convert later through Search or direct

Why It Can Mislead

View-through attribution can overstate impact when:

  • The user would have converted anyway.

  • The audience is mostly retargeting.

  • Frequency is high.

  • The conversion window is wide.

  • Multiple platforms claim the same conversion.

  • The campaign reaches users already close to purchase.

A view is weaker evidence than a click.

How To Use It Safely

Use view-through attribution as directional evidence, not as a budget verdict. Check:

  • Prospecting vs retargeting split

  • Frequency

  • New customer rate

  • MER movement

  • Incrementality tests

  • Branded Search lift

  • Conversion timing

Practical Rule

View-through attribution can help explain influence. It should not be treated as proof that the ad caused the conversion.

Source Notes