What is a view-through conversion?

• A. A sale that happens after a user clicks an ad.
• B. A sale attributed to an impression where the user did click the ad.
• C. A sale attributed to an impression where the user did not click the ad and never converted.
• D. A sale attributed to an impression where the customer didn't click the ad but later converted, depending on attribution settings.

Answer: (D)

View-through conversion happens when a consumer sees an ad (an impression) but doesn’t click it, yet later buys the product. The sale is credited to that prior impression within the advertiser’s chosen attribution window and model. This is different from a click-through conversion, which assigns credit to a clicked ad, and from cases with no such conversion. The attribution settings—like how long after the impression to credit conversions and which interactions count—determine whether and how these impressions are credited. So the correct description is a sale attributed to an impression where the customer didn’t click the ad but later converted, depending on attribution settings.