E-commerce Glossary

View-Through Conversion

Conversion attributed to an ad that was viewed but not clicked by the user.

A view-through conversion (VTC) is a conversion made by a user who saw an ad without clicking on it, then converted later via another channel or directly.

Meta, Google, and other advertising platforms report VTCs within an attribution window (typically 1 day for Meta, 1-30 days for Google). They mechanically inflate the ROAS reported by these platforms.

VTCs are controversial: they can overestimate the real impact of display and video campaigns. For a fair view, compare platform ROAS with actually observed sales in your back office and apply incrementality tests.

Fullmetrix separates click-through conversions (CTC) and view-through conversions (VTC) in its attribution reports to give you a realistic view of each advertising channel's contribution.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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