The key difference between a standard conversion (often implied as a click-based conversion in digital advertising) and a view-through conversion lies in the user's interaction with the ad leading up to the desired action.
A conversion typically refers to a completed action that a user takes after directly interacting with an ad, most commonly by clicking on it. A view-through conversion, on the other hand, occurs when a user completes a desired action after seeing an ad but without clicking on it.
Understanding Conversions (Click-Based)
In the realm of digital advertising, when marketers speak of a "conversion" in the context of ad performance, they are frequently referring to a "click conversion." This type of conversion establishes a direct link between an ad click and a subsequent action.
- Direct Interaction: The user explicitly clicks on the ad.
- Immediate Action: Conversions often occur relatively quickly after the click. Users frequently click the ad immediately after viewing it, and then proceed to convert.
- Stronger Intent Signal: A click generally indicates a higher level of immediate interest or intent from the user towards the advertised product or service.
- Attribution Model: Typically attributed to the last click, meaning the ad that received the final click before the conversion gets credit.
Examples of Click-Based Conversions:
- A user clicks a search ad for "running shoes" and immediately purchases a pair from the advertiser's website.
- Someone clicks a display ad offering a discount and signs up for an email newsletter on the landing page.
Understanding View-Through Conversions
View-through conversions (VTCs) are a valuable metric, especially for campaigns focused on brand awareness and consideration. They measure the impact of an ad impression even without a direct click.
- Indirect Interaction: The user views the ad (an impression is served and visible) but does not click on it.
- Delayed Action: The conversion happens at a later point, sometimes days or even weeks after the user initially viewed the ad. The user tends to arrive at the conversion page a significant amount of time after viewing the ad, often through organic search, direct navigation, or another channel.
- Brand Recall and Influence: VTCs highlight the ad's effectiveness in influencing consumer behavior through exposure, even if the user didn't engage directly at that moment. The ad might have planted a seed, leading to a later conversion.
- Attribution Model: Attributed to the last impression before the conversion, as long as no other click-based ad interaction occurred in between.
Examples of View-Through Conversions:
- A user sees a video ad for a new streaming service but doesn't click. A week later, they remember the service and go directly to its website to sign up for a free trial.
- Someone views a banner ad for a new brand of coffee while browsing a news site. Days later, while grocery shopping, they remember the brand and purchase it in the store, which is then tracked via an online receipt upload or loyalty program.
Key Differences at a Glance
The following table summarizes the primary distinctions between click-based conversions and view-through conversions:
| Feature | Conversion (Click-Based) | View-Through Conversion |
|---|---|---|
| User Action | User clicks on the ad. | User views the ad but does not click. |
| Attribution | Attributed to the ad click. | Attributed to the ad impression (view). |
| Timeframe | Often immediate or soon after the click. | Can occur days or weeks after the ad view. |
| Intent Signal | Stronger, direct signal of interest and intent. | More subtle, indicates brand awareness or influence. |
| Campaign Type | Typically for direct response, lead generation, sales. | Valuable for brand awareness, consideration, upper-funnel. |
| Measurement Of | Direct action driven by ad engagement. | Indirect influence and passive exposure. |
Importance in Digital Advertising
Both conversion types are crucial for a holistic understanding of ad campaign performance.
- Click-based conversions are essential for evaluating the immediate return on investment (ROI) of direct-response campaigns.
- View-through conversions provide insights into the long-term impact of branding efforts and how impressions contribute to conversions across the customer journey, even when direct engagement doesn't happen initially. Ignoring VTCs can lead to underestimating the value of display or video advertising that drives awareness and influences later purchasing decisions. Marketers often use a combination of these metrics to optimize their ad spend across different stages of the marketing funnel.
