A view-through conversion is a conversion credited to an ad that was seen but not clicked — the user viewed the impression, didn't interact, and converted later through another path.
Definition
Platforms count a view-through when a conversion happens within a set window (commonly 1 day) after an ad impression with no click. The logic: ads influence people who never click. The controversy: the impression may have played no causal role at all — the person may have been converting anyway. View-through windows and weightings are platform-controlled and directly inflate reported performance.
Why it matters
View-throughs are the biggest single wedge between platform-reported results and business reality, especially in retargeting, where ads are shown to people already close to buying. Knowing how much of a channel's reported ROAS is view-through — and testing it with incrementality holdouts — separates real contribution from credit-taking.
In agentic execution
Because Adlyse operates across platforms from one layer, view-through-heavy reporting on any single platform gets weighed against the blended picture before agents propose reallocations — and a human approves what actually changes.
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