> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google View-Through Conversions: Measure Impression Impact

> Track conversions from users who saw but didn't click your Google ad. Measure the impact of display and video impressions on conversions.

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

## Formula

<Info>
  **Google View-Through Conversions** = **COUNT** ( View-Through Conversions )
</Info>

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Number                            |
| **Data Source** | [Google Ads](/sources/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  |

***

## Related Metrics

| Metric                                                                                                                                     | Relationship                                |
| ------------------------------------------------------------------------------------------------------------------------------------------ | ------------------------------------------- |
| [Google Purchases](/reference/metrics/advertising/google/google-conversions/google-purchases)                                              | Click-based conversions to compare against  |
| [Google Cost per View-Through Conversion](/reference/metrics/advertising/google/google-efficiency/google-cost-per-view-through-conversion) | Efficiency of impression-driven conversions |

[See all Google Conversions metrics →](/reference/metrics/advertising/google/google-conversions)