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Attribution
Click-Through Attribution
Crediting a conversion only where the user actually clicked the ad, as opposed to view-through attribution which credits an impression that was merely served.
Why it matters
It is the stricter and more defensible of the two, and the gap between a channel's click-through and view-through numbers is a fast read on how much of its reported performance is assumed rather than observed.
In practice
Report both separately. A channel whose economics only work with view-through included has not demonstrated they work.
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