Click Through & View Through in Conversion Tracking

Have you ever wondered how many times display ads on the wall prompted you to stop doing whatever you were doing and go on in search of product shown on that display ads? I suggest you'd rather not count.

However, how do companies globally measure the sheer impact of such poster ad as they cannot prove that a poster ad on that specific wall is driving sales. Marketers face a similar problem with display ads: if only 10 people out of every 100 click, what effect do the other 90 impressions have on sales growth?

In this blog we will discuss the importance and the difference of View-through and Click-through Attribution models.
Click-Through Attribution
Click-Through Attribution model attributed only once a pre-defined conversion completed upon clicking on the display ad. Almost always there is a "click attribution window" – usually 14 days – meaning the download has to occur within 14 days of the click.

For example, if a person sees an ad, clicks on it, and later converts, it's assumed that the click led to the conversion, and that conversion is attributed to that specific ad.
View-Through Attribution
With view-through attribution models, you don't simply focus on just the clicks; instead, you measure how many users viewed the ad and then later completed the conversion There's no ad click involved. Usually the attribution window is much shorter than in Click-Through attribution model, typically just one day or seven days at most.

In this case, a customer could have been interested in the ad, but didn't click at that moment for whatever reason. Later on, the person remembered the product displayed on the ad and went looking for it online, thus we can conclude that the ad impression impacted their decision to convert.
VTA and CTA behind Banner ad effectiveness
One of the challenges with the increase in banner ads is that there isn't a perfect way to measure their effectiveness. However, a combination of CTA and VTA can be used to project an accurate picture.

When used together, CTA can measure conversions that come as a direct result of viewing the banner ad and acting immediately on the call to action that is part of the advert. Then, VTA can be used with an appropriate time window – typically a few days – to measure installs and clicks that are a delayed result of viewing the banner ad.
In Conclusion
Even though CTA and VTA are two different attribution models, they are considered to be different sides of the same coin.

If CTA puts more emphasis on the action and less on the value of impressions, then VTA puts more emphasis on measuring the impact of impressions without being able to demonstrate the precision of an action led approach. This means that advertisers need to look carefully at their attribution model to make sure they pick the right one for their campaign.

As VTA and CTA show, there is no "one size fits all" approach and advertisers must be ready to change things up to choose the best model for their campaigns.
With Meazy retargeting Ads we use Artificial Intelligence with years of experience to target your target audience with the most effective and cost-efficient ads. Giving you much needed time to focus on your product and rely on Meazy ads to improve your sales growth and overall monthly income.
Roman Pilipenko
Marketing manager of Meazy
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