View-Through Conversions
Last updated: April 9, 2026
Definition: What are view-through conversions?
A view-through conversion (VTC, also known as a view-through conversion or impression-based conversion) occurs when a user sees an ad, does not click on it, but still completes the desired action (for example, a purchase) within a defined time frame. In other words, the user has seen the ad without interacting with it directly – and converted anyway.
View-through conversions are especially relevant for display and video advertising as well as retargeting campaigns, where users often see ads but do not click them. Without VTC tracking, the entire value contribution of these formats would remain invisible, since they generate no conversions under a pure click-through model.
Table of contents
Click-through vs. view-through conversions
Click-through conversion (CTC)
User clicks on the ad → buys within the attribution window
View-through conversion (VTC)
User sees the ad (without clicking) → buys within the attribution window
Click-through conversions are the “hard” evidence: the user actively responded to the ad. View-through conversions are a softer signal: the ad was seen, and the user bought afterward – but whether the ad was the actual cause cannot be said with certainty. That is why VTC are usually reported separately and weighted more cautiously in performance evaluations.
The view-through rate
The view-through rate (VTR) indicates what percentage of the users who saw an ad subsequently converted – without clicking on the ad.
View-through rate = (View-through conversions / Impressions) × 100
Typical VTR values for display advertising fall in the range of 0.1% to 1%. That sounds low, but at large reach it translates into a substantial number of conversions. A VTR of 0.5% across 500,000 impressions yields 2,500 view-through conversions – a figure that significantly upgrades the value of the display channel.
View-through conversions on Amazon
Not all Amazon ad formats track view-through conversions. The distinction is important for correctly interpreting your reports.
- Sponsored Products & Sponsored Brands: Click-through attribution only. VTC are not measured.
- Sponsored Display: Captures both click-through and view-through conversions (14-day window).
- Amazon DSP: Full VTC measurement with configurable lookback windows (1–90 days). VTC are reported in the performance reports by default.
Caution: if you use Sponsored Display or DSP, your performance reporting already includes VTC. A seemingly strong ROAS can be based in part on view-through conversions, which are less directly causal than click-through conversions. It pays to differentiate between CTC and VTC in your reports.
Interpretation: When are VTC reliable?
View-through conversions are not proof that the ad caused the purchase – they only show a temporal correlation. Their reliability depends on several factors.
VTC are more reliable when…
- • … the lookback window is short (1–7 days instead of 30+)
- • … the ad is highly relevant to the product (not a generic banner)
- • … frequency capping is active (each user sees the ad only a few times)
- • … you simultaneously see an increase in brand searches or organic sales
A good approach: use VTC as a supplementary metric, but not as your primary steering signal. Click-through conversions remain the more robust basis for bidding decisions. VTC help you better assess the value of display and video campaigns – especially in the upper funnel.
Frequently asked questions (FAQ)
Are view-through conversions included in ACoS?
Not for Sponsored Products and Sponsored Brands – there, ACoS is based exclusively on click-through attribution. For Sponsored Display and Amazon DSP, VTC can be included in ROAS/ACoS depending on the report setting. Check the report settings to see whether VTC are included or excluded, so you compare apples to apples.
How do I prevent VTC from distorting my performance data?
Split your reports into click-through and view-through conversions. Evaluate display and video campaigns using VTC as a supplementary metric, but steer bids primarily based on CTC. In Amazon DSP you can also shorten the VTC lookback window (for example, to 1 or 7 days) so that only timely conversions are included.
Are view-through conversions “real” conversions?
The purchase itself is real – the only question is whether the ad was the cause. In many cases it was: studies show that display advertising boosts brand awareness and purchase likelihood even without a click. In other cases, the user would have bought anyway. Short lookback windows and high product relevance increase the likelihood that VTC are genuinely causal.
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