⚡ Tier 2 - ImportantID: viewThroughAttribution
View-Through Attribution (VTA)
Credit given for ad views/impressions, not just clicks
In Simple Words (Zero Jargon):
Credit given for ad views/impressions, not just clicks
Why It Is Critical
VTA credits conversions when a user saw an ad (did not click) and converted later. It is highly controversial: while awareness ads do influence unclicked purchases, retargeting display and video ads often claim credit for existing buyers who were going to convert regardless. Always report click-through and view-through conversions separately.
Calculation Example & Benchmark Matrix
| VTA Scenario | Best Practice Guidance |
|---|---|
| When VTA might be valid | Brand new product with zero prior awareness - video ad genuinely introduced the customer |
| When VTA is almost certainly inflated | Retargeting display campaigns shown to existing buyers who were going to repurchase anyway |
| Recommended Practice | Separate click-through from view-through conversions in all performance reporting |
| Meta Default | 1-day view - more conservative than 7-day display windows |
What You Get: A more complete picture of how video and display influence buying behavior - most useful when kept strictly separate from click-based conversion data.