View-through credits ad impressions without clicks. 10-30% of conversions. Be skeptical of VTC-heavy campaigns.
By The Ad Spend
Conversions from people who saw your ad but didn't click, then later converted within the attribution window. Measures ad influence beyond direct clicks.
Formula
Conversions after impression only
Benchmark range
Usually 10-30% of total attributed conversions. Higher for video/display; lower for search.
Why it matters
VTC is controversial. Some see it as legitimate brand influence; others say platforms take credit for organic conversions. Be skeptical of campaigns showing strong VTC but weak click-through conversions—that's a red flag.
