View-through conversions

The conversion path isn’t always direct, you want to know all conversions that happen because of your display ads, even the types of conversions that happened later on.


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    Templates using this KPI

  • 2 +

    Integrations using this KPI

What is a view-through conversion?

Your View-through conversions is a metric on google ads (Adwords) that tells you when customers see, but don’t interact with your ad, and then later complete a conversion on your site in the 30 days following them seeing it.

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How to calculate view-through conversions

You can track all your conversion rate data in Google Analytics and Google Ads.

What are good view-through conversions?

It all depends on the value you assign to your view-through conversions. For example, you can assign 10% attribution of a conversion to a view-through conversion). If you have a good conversion rate for your view-through conversions, it can be anywhere from 2% to 5%, but it varies across different types of benchmarks and goals.

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What is a bad view-through conversions?

Low conversion is anything below 2%. But of course, view-through conversions are different, since they represent the number of people who saw your ad and didn’t click on it, then converted later on. Your VTC rate will most likely differ slightly from your typical conversion rate.

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View-through conversions KPI examples & templates

Your VTC can be added to multiple different types of reports. Here are some of them:

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Google analytics report template Google analytics report template

A report with all the most important Google analytics metrics. Track all your web analytics, from single-page metrics, page load time, organic searches, total number of sessions, and more.

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Digital marketing report template Digital marketing report template

From SEO to social media and PPC, this report gives you a good view of all online performance metrics. Get insights on user experience and figure out your digital marketing next steps.

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Google Ads report template Google Ads report template

A report with all the most important metrics for your Display ad campaign performance, like click-through rate, video ads performance, user clicks, ad clicks, number of conversions and more.

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View-through conversions best practices

If you aren’t seeing the performance on your ads that you are looking for, consider enhancing the following strategies:

View-through conversion best practices

step 1 icon Optimize your ads

See which ad placements are resulting in the highest view-through conversion rates and improve your underperforming ads to get more ad impressions on your display campaigns and search network. Keep in mind not only your view-through conversions but also your click conversion rates.

step 2 icon Use view-through conversions for your brand awareness

Your view-through conversions can give you an idea of the brand awareness that can come from your search ads, Facebook ads or google display network ads, so make sure to take it into consideration when calculating your return on investment for those ads.

step 3 icon Invest in remarketing

Of course, you can also do some remarketing. When people see your ads multiple times, they are more likely to capture the message and eventually be interested and convert. They say an ad needs to be seen 5 times before someone even pays attention to it, so investing in remarketing should improve your conversions tremendously. 

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