> Quick answer: Open TikTok Ads Manager. Go to the Campaigns tab, click Custom table, then Custom columns. Search "VTA" or "EVTA" to add view-through metrics to your dashboard.
What is View-Through Conversion (VTA) on TikTok?
View-through conversion measures conversions from users who saw your ad but never clicked. They converted later, inside your attribution window. Per TikTok's Business Help Center, VTA fills the gap between impressions and purchases, giving you a fuller picture of what your ads actually drive.
The Two Types of View-Through Conversions
Standard View-Through Attribution (VTA)
VTA is impression-based. Any user who viewed your ad, skipped the click, and then converted counts here. Because the threshold is a view rather than a click, VTA volumes typically run higher than click-through conversions.
Engaged View-Through Attribution (EVTA)
EVTA raises the bar. Per TikTok's Business Help Center, the user must watch at least 6 seconds of your video ad (or the full duration for shorter clips) without clicking, then convert within the attribution window. It's a stronger quality signal. The viewer actually engaged with your creative before converting.
How to View VTA Conversions in TikTok Ads Manager
Step-by-step guide to add VTA columns
- Log in to TikTok Ads Manager.
- Click the Campaigns tab.
- Click Custom table in the top right.
- Click Custom columns.
- Search "VTA" in the column search bar.
- Select the VTA metrics you want to track.
- Click Confirm.
Your VTA data now appears directly in the campaign table.
Using custom tables and filters
Save your custom table view. It reloads automatically every session. Filter by campaign, ad group, or individual ad to pinpoint exactly where view-through conversions are strongest.
How to View EVTA Conversions in TikTok Ads Manager
Adding EVTA metrics to your dashboard
The process mirrors VTA exactly. Log in, go to the Campaigns tab, click Custom table, then Custom columns. Search "EVTA", select your metrics, and click Confirm.
Understanding the 6-second engagement threshold
EVTA only fires when a viewer watches 6 or more seconds. Passive impressions don't count. Low EVTA numbers are a signal. Your opening seconds probably aren't holding attention. A stronger hook pushes more viewers past that threshold and into your conversion funnel.
Setting Up Attribution Windows for Accurate Reporting
Choosing the right attribution window
TikTok recommends a 24-hour (1-day) VTA window. Most mobile measurement partners (MMPs) support a 1 to 24-hour range. Match TikTok's window to your MMP window. Mismatched windows create gaps in cross-platform data.
Configuring at ad group level
Attribution windows are set during campaign setup. You can also adjust them at the ad group level after launch. CTA, EVTA, and VTA each have separate controls so you can tune them independently.
Recommended best practices
TikTok's documentation recommends enabling VTA, EVTA, and CTA together with the maximum attribution window. That gives you the fullest view of how users convert. Turning VTA off mid-campaign can cause performance fluctuations for several weeks while the system recalibrates.
Using Performance Comparison to Analyze Your Data
Performance Comparison is a built-in TikTok Ads Manager tool. It lets you compare conversion counts across different attribution windows side by side. You can see how VTA, EVTA, and CTA numbers shift as window lengths change. The tool also surfaces cost per acquisition for each combination. Use it to stress-test your attribution strategy before locking it in permanently.
Why View-Through Conversions Matter
Clicks miss a significant share of real conversions. TikTok data shows more than one in four TikTok-attributed conversions happen after a user sees an ad and converts the same day through direct navigation. Ignoring VTA means underreporting your actual return. It also means budget decisions are built on incomplete data.
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Frequently Asked Questions
What is the difference between VTA and EVTA on TikTok?
VTA (View-Through Attribution) counts a conversion whenever a user views your ad without clicking and then converts within the attribution window. EVTA (Engaged View-Through Attribution) requires the user to watch at least 6 seconds of the video ad before converting. EVTA is a stricter, higher-quality signal.
How do I add VTA columns in TikTok Ads Manager?
Go to the Campaigns tab, click Custom table, then Custom columns. Search for 'VTA' in the column search bar, select the metrics you want, and click Confirm. The columns will appear in your campaign reporting table.
What attribution window should I use for TikTok VTA?
TikTok recommends a 24-hour (1-day) VTA window. Make sure it matches your MMP settings. Mismatched windows between TikTok and your mobile measurement partner can cause discrepancies in conversion reporting.
Will turning off VTA mid-campaign hurt my performance?
Yes. TikTok's guidance warns that disabling VTA mid-flight can cause significant performance fluctuations for several weeks while the algorithm recalibrates. It's better to keep VTA on and adjust window length than to turn it off entirely.