Imagine scrolling through your social media feed and coming across an ad for a product that catches your eye. You don’t click on the ad, but later that day, you remember the product and decide to search for it on Google. You find the product, make a purchase, and the advertiser’s conversion tracker shows that the sale came from a search ad. But what about the original social media ad that first piqued your interest? This is where view-through attribution comes into play. However, view-through attribution helps you see the bigger picture and understand the true impact of your ads, including those that were viewed but not clicked.
What is View-Through Attribution?
View-through attribution is a method of measuring the effectiveness of an online ad campaign by tracking user behavior after they have seen an ad but not clicked on it. This type of attribution gives credit to ads that may have influenced a user’s decision to take action later on, even if the ad itself did not result in an immediate click.
For example, suppose a user sees a display ad for a new smartphone on a website but does not click on it. However, later that day, the user visits the smartphone manufacturer’s website and makes a purchase. Using view-through attribution, the display ad would receive credit for influencing the user’s decision to buy the smartphone, even though the user did not click on the ad directly.
In short, view-through attribution acknowledges the impact of ads that may not have resulted in an immediate click, while click-through attribution only gives credit to ads that directly lead to a click.
Understanding View-Through Attribution and Click-Through Attribution
Two terms that you’re likely to come across are View-Through Attribution (VTA) and Click-Through Attribution (CTA). Both are methods of tracking the effectiveness of your advertising campaigns, but they differ in how they measure success.
Click-Through Attribution (CTA) is the most common method of attribution. It tracks conversions that happen immediately after a user clicks on your ad. This is typically measured using conversion tracking pixels or cookies that track user behavior after they click on your ad. CTA is useful for measuring the direct impact of your ads on conversions.
View-Through Attribution (VTA), on the other hand, tracks conversions that happen after a user has seen your ad but didn’t click on it. VTA uses tracking pixels to measure whether someone who saw your ad later made a conversion. This is important because not all users will click on your ad, but they may still be influenced by it and make a conversion at a later time.
Both CTA and VTA have their own advantages and limitations. CTA provides a clear understanding of the direct impact of your ads on conversions, while VTA helps measure the indirect impact of your ads on conversions. However, it’s important to note that VTA may have some limitations, as it can’t track conversions from users who were never served your ad in the first place.
In conclusion, both CTA and VTA are important tools for measuring the effectiveness of your advertising campaigns. By understanding the differences between these two methods, you can choose the one that best suits your campaign goals and make data-driven decisions to optimize your strategy.
Why is View-Through Attribution Important?
In today’s digital marketing landscape, there are various methods available for advertisers to track the effectiveness of their campaigns. Unlike traditional click-through attribution, which only measures conversions that occur after a user clicks on an ad, view-through attribution takes into account users who were exposed to an ad but did not click on it. This unique and creative approach to attribution can provide businesses with valuable insights into the effectiveness of their advertising campaigns and help optimize their marketing strategies. So why is view-through attribution important? Let’s dive deeper.
More Accurate Attribution
View-through attribution provides a more accurate picture of the impact of advertising campaigns, especially those that focus on brand building or have longer sales cycles. When you see an ad, you may not necessarily click on it immediately, but the ad can still influence your decision-making process. By using view-through attribution, advertisers can capture this impact and gain a better understanding of the complete customer journey.
For instance, consider a user who sees an ad for a luxury watch brand but doesn’t click on it. A few days later, the same user searches for the same brand on Google and clicks on an ad, ultimately leading to a purchase. View-through attribution would give the first ad credit for influencing the user’s decision to purchase, even though the user did not click on the ad initially.
View-through attribution also helps advertisers optimize their campaigns for better performance. By analyzing view-through data, advertisers can identify which ads are performing well and adjust their targeting, messaging, or creativity accordingly. This leads to more effective campaigns and a better return on investment.
For example, a company may run a display ad campaign targeting users who have visited their website in the past but didn’t make a purchase. By using view-through attribution, the company can determine which ads are most effective in driving these users to make a purchase and adjust their campaign accordingly.
Increase Brand Awareness
Finally, view-through attribution is essential for campaigns that aim to increase brand awareness. Often, users may not immediately engage with an ad or make a purchase, but the ad can still leave a lasting impression on them. By measuring the impact of these ads using view-through attribution, advertisers can better understand how their ads are influencing brand recall and consideration.
For instance, a company may run a display ad campaign to introduce a new product to the market. The ads may not result in immediate purchases, but they can increase brand awareness and influence future purchasing decisions.
In conclusion, view-through attribution is an essential tool for digital marketers. By measuring user behavior after they view an ad, advertisers can get a more accurate picture of the impact of their campaigns and optimize them for better performance. View-through attribution is especially important for campaigns that focus on brand building or have longer sales cycles.
So if you are tired of relying solely on click-through rates to measure the success of your advertising campaigns? It’s time to explore the power of view-through attribution! By tracking whether someone saw your ad and later made a purchase or conversion, you can gain valuable insights into the true impact of your campaigns.
But don’t just take our word for it – experiment with view-through attribution in your own campaigns! It would definitely By testing different ad formats and placements, you can identify which campaigns are generating the most view-through conversions and adjust your strategy accordingly.
Reach out to team Trackier for more information and assistance.