View-Through Conversion
Also known as: View Attribution
A view-through conversion is credited when someone sees your ad without clicking it, then converts within the view attribution window.
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What it actually means
View-through conversions capture the influence of ads people saw but did not click. If someone scrolls past your ad, doesn't click, then later searches for your business and buys, a view-through conversion gives the ad partial credit within the (usually 1-day) view window. This reflects a real effect — ads build awareness and recall even without a click — but view-through credit is softer and easier to overstate than click-through credit. Savvy advertisers track view-through conversions separately and weight them less heavily, because crediting every nearby view can make an underperforming campaign look successful. They are a useful signal for awareness campaigns and a trap if taken at face value for direct response.
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For local awareness ads, view-through conversions help show impact — but don't fund a campaign on them alone. Click-driven leads are the firmer ground.
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Related terms
A click-through conversion is credited when someone clicks your ad and then completes a conversion within the click attribution window.
Attribution is the process of crediting conversions to the ads, clicks, or impressions that led to them, determining which marketing earned the result.
An attribution window is the time period after a click or view during which a resulting conversion is credited to the ad.
A conversion is a completed action you've defined as valuable — a purchase, form submission, call, or booking — tracked back to your marketing.
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