View-through attribution (VTA)

View-through attribution is when you credit an ad for your purchase, even though you just glanced at it and swore you'd never be influenced by marketing gimmicks. It's like giving props to the billboard you barely noticed while driving past it at 60 mph for convincing you to buy those socks online two days later. In short, it confirms that even your subconscious is susceptible to clever marketing magic.

View-through attribution (VTA) is a method used in digital marketing to measure the impact of display ads on consumer conversion actions without requiring a direct click on the ad itself. Unlike click-through attribution, which attributes conversions solely to users who have clicked on an advertisement, VTA considers the broader influence of an ad impression. Typically utilized in branded or awareness campaigns, VTA assesses the effect of an ad within a set duration after exposure, even if the user did not engage directly but later completed a conversion through another channel. This approach is instrumental in capturing the subtle, often indirect, contribution of display ads to the consumer journey, thus providing a more holistic view of ad effectiveness in omnichannel marketing strategies.