Ask Should view-through conversions count when measuring display ad success?

[Dean101]

Many users see a display ad, remember the brand, and return later through a search, direct visit, or another channel before converting. Counting only click-through conversions can underestimate the influence of display campaigns. Tracking view-through conversions helps reveal the awareness and consideration impact that display ads often create. However, they should be analyzed alongside clicks, engagement, reach, and conversion quality because a view alone does not prove the ad caused the sale. Comparing attribution windows and using incrementality testing can provide a clearer picture of true effectiveness. When balanced with other indicators, view-through data adds valuable context.