Jan 6, 2026
View-Through Conversions
VTC
Conversions from people who saw your ad but didn't click, then later converted within the attribution window. Measures ad influence beyond direct clicks.
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Formula:
Conversions after impression only
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Benchmarks
Usually 10-30% of total attributed conversions. Higher for video/display; lower for search.
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Why It Matters
VTC is controversial. Some see it as legitimate brand influence; others say platforms take credit for organic conversions. Be skeptical of campaigns showing strong VTC but weak click-through conversions—that's a red flag.
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