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View-Through Conversions (VTC)
from Google Ads
Metrics type
Units of measure
More - better
Check frequency
“View-through conversions” tells you when customers see, but don’t interact with your ad, and then later complete a conversion on your site. View-through conversions are a helpful way to track the value of your display or video ad campaigns.

For display campaigns, for example, they measure the conversions where a customer saw—but didn't click—an ad before completing a conversion.
Why it is important
VTC helps you understand the ad's influence on conversions even if there was no direct interaction. Tracking VTC is essential for fine-tuning your ad strategy to maximize its impact on customer behavior and drive more conversions.
The number of view-through conversions
Calculation example
Let's use specific numbers for illustration:

Number of ad impressions: 10,000
Number of users who saw the ad but didn't click: 10,000 - 500 (clicked) = 9,500
Number of users who later completed a conversion: 100

In this example:
View-Through Conversions (VTC)=100
Affected metrics
Affecting metrics
View-through conversion window
Connecting metrics

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Suggested slices for dashboards
by Attribution Model
by Time Period
by Ad Format
by Frequency
by Ad Creative
by Audience Segment
by Device Type
by Competitor Benchmarking
by Seasonal or Event-Based
by Custom Conversion Windows
by Ad Placement
by Content Type
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the inclusion of view-through conversions affect the attribution of conversions to different touchpoints?
2. What is the average time between an ad view and a conversion?
3. What ad creatives tend to generate the most view-through conversions?
4. How does the purpose of a campaign (e.g., awareness, promotion) influence view-through conversions?
5. What is the view-through conversion rate compared to click-through conversion rates?
6. How often do users switch devices between viewing an ad and completing a view-through conversion?
7. Does increasing ad frequency eventually lead to fewer view-through conversions?
Possible causes of worsening
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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