Metrics
View-through conversion
Conversion attributed to an ad-impression that was not clicked.
A view-through conversion (VTC) credits an ad with a conversion when the user saw the impression but didn't click it, then converted within an attribution window (usually 1 day for display, 7 for video). VTCs are over-credited by most platforms, especially in retargeting where the user was going to convert anyway. Operators discount VTCs 50–80% when they appear in a campaign's reported ROAS.
Example
Display retargeting campaign reports 320 click-conversions and 1,840 view-through conversions in a 7-day window — operator counts the VTCs at 30% weight ($552 effective conversions) for true ROAS calculation.