To understand this PPC metric, it’s best to first define a direct conversion (or click-through conversion). If a user sees your ad, clicks on it, and follows through with obtaining the offer, this is called a direct conversion.
As long as you have conversion tracking set up, you can see view-through conversion data in two different ways.
The second insight from the article cited above is that view-through conversions can help you understand your audience’s shopping habits. You can get a feel for which of your products or services your audience buys spur of the moment (click-through conversions), versus which ones take more time for a decision (view-through conversions).
- What view-through conversions are.
- An interesting experiment conducted to test their validity.
- Tips on how to track and use this metric.
So all we have left is, how exactly do you track view-through conversions so you can make the above optimizations?
When one of their clients saw that the Display remarketing campaign wasn’t generating many conversions, they requested to stop it and reallocate resources to more profitable ad types.