What is a View-through Conversion?

A view-through conversion (VTC, post-view) credits a conversion to a user who saw an ad but did not click within the attribution window. Common in video, display, and social with pixel/CAPI.

Attribution window

Example: 7-day click, 1-day view window (platform settings). Conversions after an impression inside the view window without a click count as view-through.

In performance and arbitrage

CPA networks usually use last click—VTC is not paid via affiliate postback. Ad accounts inflate “conversions” and reported ROAS with VTC. Buyers reconcile click-attributed tracker conversions with account totals.

Incrementality

VTC is debated—some conversions would happen without the ad. Incrementality tests and holdouts measure real lift. Strict ROI teams often optimize click-through only.

Tracking

Requires pixel/CAPI with impression logging. SKAdNetwork and privacy limits change iOS view-through models. Deduplication against click-through is required.