It’s a common misconception that view-through conversions have minimal value. Yet, intuitively this makes little to no sense. Earlier today, I was served an ad from Henri Bendel promoting a sale. I didn’t click on the ad, but I did remember the message, and visited the site later this afternoon to buy.
View-through conversions measure users who view an ad (not click), and within a set period of time, convert and/or take a desired action.
Given the way people shop today, as they browse and search for products and services across devices, we know few people will follow the pattern of “see, click and buy.” They may not be in purchase mode quite yet when the ad is served, or they simply don’t want to click on the ad itself. I fall in the camp of people who just don’t click on ads very often; I usually see the ad, open a new browser, and visit that site at that very moment, but I never click the ad.
By not counting the impact view-through conversions have on performance, you end up with an inaccurate picture of what worked, what didn’t, and what touch-points are responsible for influencing conversions.
Another misconception that’s deeply rooted in view-through conversions is the lack of conversions on mobile. In many cases, mobile is completely miscounted when view-through conversions are not factored in. And let’s face it, mobile is another channel where click-through rates aren’t surging alongside its respective traffic volume.
However, if you make the connection between the ad that was served and the consumer who converted, you should believe to some degree that the ad had some value in driving your desired action. By taking a deeper dive into conversion data and the path-to-purchase, you’ll begin to see a stronger case for the value of view-through conversions.
For more information about using digital display advertising customer acquisition and retention, check out Magnetic’s guide to finding B2B and B2C Buyers.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.