View-through conversions count users who saw your Google ad, didn’t click, but later converted—measuring the indirect impact of ad impressions.
Google View-Through Conversions = COUNT ( View-Through Conversions )
| Metadata | |
|---|
| Type | Number |
| Data Source | Google Ads |
| Aggregation | Sum |
Example
Your Display campaign generated 847 view-through conversions last month:
| Campaign | Impressions | Clicks | View-Thru Conv. |
|---|
| Display - Retargeting | 450,000 | 2,100 | 412 |
| YouTube - Brand Awareness | 320,000 | 890 | 298 |
| Discovery - Prospecting | 180,000 | 650 | 137 |
How It Works
Google tracks when a user sees your ad impression, then converts within the view-through conversion window (typically 1-30 days) without ever clicking. This attribution helps quantify the value of awareness campaigns where users don’t click but are influenced to convert later.
When to Use
| Scenario | Action |
|---|
| Evaluating Display campaigns | View-through conversions reveal impact beyond clicks |
| YouTube brand awareness | Measure video ad influence on downstream conversions |
| Retargeting effectiveness | Track users who saw ads and converted organically |
| Full-funnel attribution | Combine with click conversions for complete picture |
| Metric | Relationship |
|---|
| Google Purchases | Click-based conversions to compare against |
| Google Cost per View-Through Conversion | Efficiency of impression-driven conversions |
