View-Through Conversion
A conversion credited when a user sees an ad impression but does not click it, then converts later within a set window. It captures the assist value of display and video ads that influence a decision without a direct click, unlike click-based conversions.
Why It Matters
View-through data shows the awareness impact of upper-funnel campaigns that pure click metrics ignore. It helps justify display and video budgets, but only when weighed against incrementality so you avoid crediting ads that changed nothing.
Common Mistake
Adding view-through conversions to click conversions as if they carry equal weight. Impressions are a weaker signal and often overstate impact, so report them separately and validate with holdout testing.