Do View-Through Conversions Matter?

There’s plenty of controversy within advertising circles about view-through conversions. Some advertisers embrace them and others ignore them.

Meta’s default attribution setting is 7-day click and 1-day view. That means that unless you changed it, conversion reporting is based on anyone who clicked your ad and converted within seven days or viewed your ad without clicking and converted within a day.

Attribution Setting

The stance against view-through is that it can inflate results. While in a perfect world your ad may have contributed to someone coming to your website later that day and converting, it also includes people who may not have even seen your ad (though it was shown).

My opinion: Embrace view-through conversions, but with context. They add to the overall picture of how your ads contributed to your results.

Compare Attribution Settings

If you run video ads, prioritize engaged-view over 1-day view. These can at least isolate higher-valued view-through conversions from people who watched at least 10 seconds of your video before converting later that day.

Engaged-View Attribution

This isn’t a matter of believing that view-through conversions are the same as click-through conversions. They’re not. But 1-day click isn’t the same as 7-day click or 28-day click either. Each is viewed differently.

If all of your reported conversions are view-through, then yeah. That’s a problem and you can basically ignore them.

But otherwise, it’s okay to use view-through conversions as long as you don’t hide how they happened. Use that knowledge that these additional conversions, while they can’t be verified via other tracking, may have contributed to your results.

What are your thoughts on view-through conversions?