A view-through conversion is counted when a user sees an ad (impression) but does not click, then converts within the platform’s view attribution window. View-through credit inflates reported ROAS on video and display-heavy mixes — compare click-through and view-through columns before reallocating budget. Finance teams often exclude view-through from payback models.
Default windows differ: Meta 1-day view vs. Google Ads view-through settings per conversion action.
Last verified Jun 4, 2026