Attribution
View-Through Attribution
Credits a conversion to an ad that was viewed but not clicked. Common on display, video, and social platforms. The attribution window varies by platform: Meta defaults to 1-day view-through, Google Display can go up to 30 days. Often overcounts because simply viewing an ad in a feed doesn't mean it caused the purchase. A user who was already going to buy might see your ad, not click it, and buy directly - that gets counted as an ad-driven conversion. Narrowing view-through windows or excluding them entirely gives a more conservative (and more accurate) picture.
Why it matters
It is where the largest share of unearned credit usually sits. A view is not an interaction, and crediting one is close to crediting the ad for existing.
In practice
Look at your platform reporting with view-through excluded. If the channel's economics collapse without it, they were never there.
Related terms