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Decoding the Jargon

View-through conversion

Also called VTC, view-through

Performance marketingTerm

A conversion from someone who saw an ad but did not click it, and then converted later within a set window.

Example

A customer watches Meera's YouTube ad but does not click. The next day she types Meera's web address and buys. Google Ads may count that as a view-through conversion.

How you'll hear it

“Half the conversions on the video campaign are view-through, so let's check them with a lift test.”

Don't confuse it with

  • Click-through conversion: the person clicked the ad before converting.
  • Incrementality: a view-through conversion may have happened without the ad.

Related terms

Attribution windowIncrementalityBrand lift

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Sources

  1. About view-through conversions, Google Ads Help
  2. View-through conversion window: Definition, Google Ads Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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