Google Cost per View-Through Conversion: VTC Efficiency Metric

Google Cost per View-Through Conversion measures how much you spend on average to drive each conversion from impression-only exposure in Google Ads.

Formula

Google Cost per View-Through Conversion = Google Spend ÷ Google View-Through Conversions

Formula Components

Metric	Definition
Google Spend	Total amount spent on Google advertising
Google View-Through Conversions	Conversions attributed to ad impressions without a click

Metadata
Type	Currency
Data Source	Google Ads
Aggregation	Ratio

Example

Your home decor store spent $3,200 on Google Display campaigns in March, generating 128 view-through conversions.

Metric	Value	Calculation
Google Spend	$3,200	Total ad spend
View-Through Conversions	128	Impression-attributed conversions
Cost per VTC	$25.00	$3,200 ÷ 128

How It Works

This metric divides your total Google ad spend by the number of view-through conversions. A view-through conversion occurs when someone sees your ad impression but converts later without clicking—common in display and video campaigns where brand awareness drives delayed action.

When to Use

Scenario	Action
Evaluating display campaign ROI	Compare Cost/VTC across ad groups to find efficient placements
Assessing video campaign impact	Measure impression-based conversion efficiency
Budget allocation decisions	Shift spend toward campaigns with lower Cost/VTC
Justifying awareness spend	Demonstrate value of non-click conversions

Metric	Relationship
Google View-Through Conversions	The denominator—total impression-attributed conversions
Google Spend	The numerator—total ad spend driving these conversions

See all Google Efficiency metrics →

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⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics