The Value of View Through Conversions

If you are running a Display or Retargeting campaign you have probably been exposed to View Through Conversions (VTC): View Through Conversions are conversions where a customer saw — but did not click — a display ad on the display network before completing a conversionThere is a lot of debate on if you should count View Through Conversions or ignore them. How can you be sure they legitimately assisted in the conversion?

A/B Testing vs a Blank Ad

Display Network A/B Test

  1. Create 2 different but equal non-overlapping campaigns
    (If you use AdRoll your rep will be happy to set this up for you)
  2. Campaign A will serve your “normal” ad
    Campaign B will serve a Public Service Announcement ad (in our case it was an ad for the SPCA)
  3. Run both campaigns for a few weeks
  4. Do the math:

Valid VTC Formula

Real Life Example

Campaign A
[Default Ad]
Campaign B
[Blank Ad]
Impressions 99,467 97,412
VTCs 329 261

Valid VTCs = (329 – 261) / 329 = 20%

This means that only 1 in 5 View Throughs actually assisted with conversions — the other 80% had no effect and should be ignored. These results are specific to BOATERexam.com — your results will vary depending on your business and ad creative.