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MetricKPI Compass StandardApprovedInternal

View-Through Conversion Rate

The percentage of eligible ad impressions or view-through exposures associated with a later conversion without a qualifying ad click.

Definition

View-Through Conversion Rate relates conversions credited to impression exposure, rather than a click, to a defined impression or exposed-audience denominator. Attribution windows, viewability requirements, deduplication, and credit rules vary by platform.

Formula

View-through conversions / eligible view-through exposures

Sources

  • Campaign Manager 360 HelpVerified 2026-08-04
  • Campaign Manager 360 Help (secondary)