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