Metrico glossary
View-Through Attribution
View-through attribution credits a conversion after a person was served or viewed an ad without a qualifying click, according to the provider's attribution rules.
Definition
View-through attribution can capture conversions that occur after ad exposure without a click, which is relevant for visual and awareness-oriented media. It is also more sensitive to assumptions about exposure and causality. Provider-reported view-through conversions should remain labeled as attributed outcomes rather than being silently presented as proven incremental sales.
What to remember
- The eligible view definition and time window are provider-specific.
- View-through credit can overlap with other marketing exposure.
- Incrementality requires a different causal measurement approach.