View-Through Conversion (VTC)

Definition

A View-Through Conversion (VTC) measures when someone sees your display ad but doesn’t immediately click, then later returns to your site and completes a desired action, like a purchase or form submission. It connects the dots between ad impressions and conversions that may not have happened directly from a click.

Why It Matters

Measuring only clicks doesn’t create the full picture. Many people see ads and don’t click on them, yet those impressions still shape their awareness and future decision-making. VTC reveals this influence, showing how display, video, or social ads contribute to conversions beyond the last link click. If you ignore VTC, it can lead to undervaluing campaigns that are actually driving meaningful results further up the funnel.

Example

Imagine a SaaS company running a YouTube campaign. A prospect watches part of the ad but doesn’t click on it. Two days later, they search the brand name on Google, land on the website, and sign up for a demo. Although the click originated from a search, the original ad impression played a crucial role in driving that conversion. VTC makes that influence visible.

Additional Insights

VTC is especially useful for awareness and remarketing campaigns, where immediate clicks are less common. It provides a more comprehensive understanding of how ads impact users throughout the customer journey. With all that being said, VTC needs to be considered alongside other metrics such as CTR, CPA, and ROAS. This will help to avoid over-crediting impressions. For many marketers, it’s the insight that reveals the true value of upper- and mid-funnel campaigns.

Bottom Line

View-Through Conversions show that impressions matter just as much as clicks. Including VTC in your performance analysis provides a clearer picture of how campaigns shape decisions, build brand influence, and drive growth over time.