> ## 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 Cost per View-Through Conversion: VTC Efficiency Metric

> Track your Google Ads cost per view-through conversion to measure impression-based campaign efficiency and optimize display and video advertising.

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

## Formula

<Info>
  **Google Cost per View-Through Conversion** = [**Google Spend**](/reference/metrics/advertising/google/google-spend/google-spend) ÷ [**Google View-Through Conversions**](/reference/metrics/advertising/google/google-conversions/google-view-through-conversions)
</Info>

### Formula Components

| Metric                                                                                                                          | Definition                                               |
| ------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------- |
| [**Google Spend**](/reference/metrics/advertising/google/google-spend/google-spend)                                             | Total amount spent on Google advertising                 |
| [**Google View-Through Conversions**](/reference/metrics/advertising/google/google-conversions/google-view-through-conversions) | Conversions attributed to ad impressions without a click |

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

***

## Related Metrics

| Metric                                                                                                                      | Relationship                                            |
| --------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------- |
| [Google View-Through Conversions](/reference/metrics/advertising/google/google-conversions/google-view-through-conversions) | The denominator—total impression-attributed conversions |
| [Google Spend](/reference/metrics/advertising/google/google-spend/google-spend)                                             | The numerator—total ad spend driving these conversions  |

[See all Google Efficiency metrics →](/reference/metrics/advertising/google/google-efficiency)