Digital marketing metrics · Working
View-through conversion
Also called: VTC
ELI5
A conversion attributed to an ad exposure without an intervening measured click, under a specified window.
Used in conversation
“Compare view-through conversion with the same cohort and period before drawing a conclusion.”
Pitch context
You will see “View-through conversion” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches digital marketing metrics.
Why it matters: In digital marketing metrics, a loose definition can change rights, obligations, approval, disclosure or enforceability.
Caution
Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.
Sources & evidence · 5
Direct term-level sources and supporting source families.
- Google Analytics Help — Google Analytics dimensions and metricsDirect source · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingDirect source · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsDirect source · institutional · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16