View-Through Conversion

A view-through conversion is credited when someone converts after simply seeing (not clicking) an ad within the attribution window.

View-through crediting is the most contested piece of attribution in digital advertising, because it assumes that seeing an ad — with no click, no interaction — meaningfully influenced a later purchase. That's plausible for genuine brand-awareness effects and implausible for someone who was already about to buy regardless. Most platforms have scaled back view-through windows and weighting over the past several years partly for this reason.