Advertising
View-Through Attribution
View-through attribution credits a conversion to an ad impression that a user saw but did not click on, within a defined attribution window. It acknowledges that display and video ads influence purchasing decisions even without direct clicks.
Examples
A user sees a banner ad for shoes on Monday, does not click it, but searches for the brand on Wednesday and purchases. View-through attribution credits the original ad impression.
Best Practices
Use conservative view-through windows of 24 hours or less, combine with incrementality testing to validate true lift, and separate view-through from click-through reporting.