Using View-Through Conversions

Feb 26, 2021
Blog

Welcome to AdAbler, your trusted partner in the business and consumer services industry, specializing in innovative marketing and advertising strategies. In this article, we will dive deep into the concept of view-through conversions and how they can help you measure the success of your display ad campaigns.

What are View-Through Conversions?

View-through conversions refer to conversions that are attributed to users who have seen, but not necessarily clicked on, your display ads. These conversions occur when a user is exposed to your ad, does not click on it immediately, but later converts on your website.

Why are View-Through Conversions Important?

While click-through conversions are commonly used to measure the effectiveness of online advertising, view-through conversions provide valuable insights into the impact of your display ads on potential customers. They help you understand the influence of your ads in the user's decision-making process, even if they didn't directly click on the ad.

By tracking view-through conversions, you can gain a better understanding of the overall performance of your display ad campaigns, optimize your ad placements, and improve your return on investment (ROI).

How to Measure View-Through Conversions

To accurately measure view-through conversions, you need to implement a tracking system that attributes conversions to the specific display ads users have seen. The following steps will guide you through the process:

1. Set Up Conversion Tracking

Start by setting up conversion tracking on your website. Use a reliable analytics platform, such as Google Analytics, to track user behavior and determine the actions you consider valuable conversions. This could include purchases, form submissions, or any other desired action on your website.

2. Enable View-Through Conversion Tracking

Once your basic conversion tracking is in place, enable view-through conversion tracking. This feature allows you to capture data on users who have been exposed to your display ads and later converted on your website without clicking on the ads.

3. Define View-Through Conversion Window

Specify the duration between the ad impression and the conversion that you want to consider as a view-through conversion. This window usually ranges from 1 to 30 days, depending on the industry and the average decision-making time of your target audience.

4. Monitor View-Through Conversions

Regularly monitor the view-through conversions in your analytics dashboard. Analyze the data to gain insights into the effectiveness of different display ads, ad placements, and targeting strategies. Use this information to optimize your campaigns and maximize your results.

Benefits of View-Through Conversions

View-through conversions offer several benefits for your online advertising efforts:

1. Comprehensive Performance Evaluation

By considering both click-through and view-through conversions, you can obtain a more comprehensive and accurate performance evaluation. This allows you to make data-driven decisions and allocate your advertising budget effectively.

2. Improved Ad Optimization

View-through conversions provide insights into the effectiveness of your display ads, helping you identify which creatives, messages, or placements generate the most conversions. By optimizing your ads based on this data, you can enhance their performance and drive better results.

3. Enhanced Targeting and Retargeting

Understanding the impact of your display ads on users' decision-making processes allows you to refine your targeting strategies. You can identify the audiences that are more likely to convert after seeing your ads and create targeted campaigns to engage them effectively.

4. Increased Return on Investment (ROI)

By leveraging view-through conversions, you can improve the ROI of your display ad campaigns. Optimizing your ad spend based on the ads that generate both click-through and view-through conversions can lead to higher conversions rates and a more efficient allocation of resources.

Conclusion

View-through conversions are a valuable metric in the world of online advertising, providing insights into the impact of your display ads on user behavior. By measuring and optimizing view-through conversions, you can understand the true effectiveness of your campaigns and drive better results for your business.

Partner with AdAbler, the industry leader in marketing and advertising services, to leverage view-through conversions and take your online advertising to the next level. Contact us today to learn more about our customized solutions tailored to your specific business needs.

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