View-through Conversion / Marketing Terms View-through Conversion View-through Conversion refers to a type of conversion that occurs when a user sees an ad but does not click on it, then later completes a desired action such as a purchase, sign-up or donation. This metric helps advertisers understand the impact of visual impressions on conversion behaviour, especially in display and video campaigns where users may not immediately engage with an ad but are still influenced by its message. For example, someone might see a display ad for a nonprofit campaign while browsing a news site, ignore it at the time, but return to the site a few days later to make a donation. Even though the person never clicked the ad, the initial impression may have influenced their decision. View-through conversions track this type of behaviour using cookies or pixel-based tracking, typically within a set attribution window such as one to thirty days. View-through conversions are important for measuring the full value of upper-funnel and brand awareness efforts. They reveal how ads contribute to conversions beyond direct clicks and help balance the performance picture when evaluating campaign ROI. However, they should be interpreted carefully. Because they rely on impression-based tracking, view-through data can be affected by ad saturation, device usage and privacy settings. To use this metric effectively, it is best to pair it with click-through data, conversion paths and audience insights. This gives a more complete view of how marketing efforts influence user behaviour across touchpoints.