Definition
View-Through Conversions (VTCs) are conversions that occur after a user sees (but does not click) on a display ad and later completes a conversion within a defined conversion window.
In Google Ads, this metric helps measure the impact of impression-based advertising, particularly for Display campaigns.
How It Works
A view-through conversion is counted when:
- A user is shown a Display ad.
- The user does not click the ad.
- The user later visits the website through another channel (for example, direct traffic or organic search).
- The user converts within the view-through conversion window (commonly up to 30 days, depending on settings).
The conversion is attributed to the ad impression, even though there was no direct click interaction.
Why It’s Important
View-through conversions help advertisers:
- Measure the assisted impact of Display campaigns
- Understand brand exposure influence
- Avoid undervaluing upper-funnel campaigns
- Gain a more complete performance picture
Without VTC tracking, Display campaigns may appear to drive fewer conversions than they actually influence.
Key Considerations
- View-through conversions are reported separately from click-through conversions.
- They do not replace click-based attribution.
- They are especially relevant for brand awareness and remarketing campaigns.
- The conversion window can be adjusted in the conversion action settings.
View-through conversions provide insight into how ad impressions influence user behavior, even when users do not immediately click on an ad but convert later.