Google View-Through Conversions: Measure Impression Impact

View-through conversions count users who saw your Google ad, didn’t click, but later converted—measuring the indirect impact of ad impressions.

Formula

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

See all Google Conversions metrics →

Google Video Views Google Efficiency

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​Formula

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Example

How It Works

When to Use

Related Metrics