View-Through Attribution Exposed: What 'last touch' isn't telling you
The discussion about view-through seems to be a never-ending story, bouncing around the industry collecting more and more myth, confusion and opinion. Spurred on by more and more questions from the CMOs that we work with, this document will present both sides of the argument with regards to the validity of view-through activity, provide simple and real methods for measuring it and evidence for why we believe view-through is a valid metric.
What exactly is view-through? When an ad is shown online to an individual, that individual has two immediate choices – click the ad, or don’t click the ad. In some cases, the individuals who did not click the ad may go on to visit the site by navigating there themselves – that is known as a view-through visit, or post-impression visit.
If they subsequently convert, that is referred to as a ‘view-through conversion’ or a ‘post-impression conversion’. However, if their conversion is a sale of some kind, the amount they spend is considered the ‘view-through revenue’ or the ‘post-impression revenue’.
In this digram, individual a clicked on an ad resulting in a post-click visit. individual B saw the ad but did not click, resulting in a view-through visit.
Want to learn more? Download the whitepaper now!
IN THIS WHITEPAPER YOU WILL LEARN:
- The Basics of View-Through
- The Argument Against View-Through
- The Argument for View-Through
- The Right and Wrong Ways to Measure View-Through
- What Other Marketers Are Doing - Real View-Through Stories