Some view-through conversions are genuine: display and video ads do influence people who never click. Many are not: a customer who would have bought anyway happened to scroll past an ad first.
Report view-through separately from click-through, and test its real value with a holdout before letting it justify budget.
Plan a holdout or geo test with the right length and size, then read the result: true lift, significance, incremental CPA and ROAS.
Related terms
- Attribution windowAn attribution window is the period after an ad click or view during which a…
- IncrementalityIncrementality is the share of results that would not have happened without a…
- Holdout test (geo lift)A holdout test withholds advertising from a randomly chosen group of people or…
Part of the growth marketing glossary by Shiva Sharma.