View-Through Rate (VTR)
Definition
View-Through Rate measures how many users saw your ad but didn’t click it, then later visited your site and completed a desired action.
It helps track the effectiveness of impression-based campaigns like display or video ads.
Good or Bad?
Good?
A higher VTR means your ad left an impression strong enough to influence users later.
Bad?
A low VTR may indicate that your ads aren’t memorable or targeting the right audience.
Why does it matter?
Not all customers click ads immediately. This metric captures delayed conversions that traditional click-through tracking might miss.
It gives a fuller picture of how ads contribute to your overall performance.
Common Mistakes
- Treating VTR like CTR
- Forgetting to adjust attribution windows
- Assuming impressions without conversions are worthless
- Not segmenting by ad format or platform
- Overestimating the value of passive views
How to Improve It?
- Use high-quality, eye-catching visuals
- Target the right audience with clear, relevant messaging
- Include your logo, brand colors, and unique value early in the ad
- Run A/B tests with different formats and placements
- Follow up with retargeting campaigns to boost conversions
Recommended Plugin
Conversion Tracking Pro for WooCommerce
WooCommerce Conversion Tracking is a WordPress Plugin that helps to track paid ads. Get it to easily pass conversions data to your favorite channels.
Real-World Example
An electronics store ran YouTube ads and saw few direct clicks.
But after installing a proper VTR tracker, they discovered 300 additional sales came from users who viewed the ad but bought later.
Related Terms
- Click-Through Rate
- Impression Attribution
- Ad Recall
- Assisted Conversions
FAQs
Is View-Through Rate the same as Click-Through Rate?
No. VTR tracks actions after an ad is seen but not clicked, while CTR only tracks direct clicks.
What is a typical VTR?
It varies by industry and ad format. For display ads, even 0.5% to 1% can be considered decent.
Should I optimize for VTR?
Yes, especially for branding campaigns where long-term influence matters more than immediate clicks.
