A view-through conversion tells you when a user saw your ad, skipped the click, and still converted later. That's signal most advertisers miss. Here's how it works and where to find it in Google Ads.
What Is a View-Through Conversion (VTC)?
VTCs measure ad influence beyond the click.
Definition and core mechanism
A view-through conversion is recorded when a user sees your ad impression but doesn't interact with it, then completes a conversion action on your site within the defined window. Per Google's Ads Help Center, the impression must be matched to the later conversion request for the VTC to count. Unmatched or anonymous users won't generate a record.
How VTC differs from click-through conversions
Click-through conversions start with a click. VTCs start with a view. If a user sees your display ad and later clicks a different ad from your account, they count as a click conversion, not a VTC. Google handles this automatically to keep attribution clean.
When VTCs occur in the user journey
Picture this. A user scrolls past your display banner while reading a news article. They don't click. Two days later, they search your brand directly and purchase. That's a VTC. The ad influenced the decision. The click never happened. VTCs capture that gap.
How Google Ads Tracks View-Through Conversions
Google only counts viewable impressions, not just served ones.
ActiveView technology and ad viewability requirements
Google uses ActiveView technology to confirm your ad was actually seen. Per Google's Ads Help Center, at least 50% of an ad's pixels must be on-screen for 1 or more seconds for display ads, and 2 or more seconds for video ads. An ad buried below the fold that never scrolls into view does not qualify.
View-through conversion window (lookback period)
The VTC window is how long Google watches for a post-impression conversion. Per Google Ads documentation, the default window is 24 hours for app campaigns. For other conversion actions, you can set it anywhere from 1 to 30 days. A longer window typically records more VTCs. A shorter window is more conservative. Neither is wrong. They reflect different attribution philosophies.
Customizing your VTC window by conversion action
Go to Tools, then Conversions, and open the conversion action you want to edit. Find the view-through conversion window setting and adjust it. Match the window to your typical customer decision cycle. A 30-day window fits a considered purchase. A 7-day window fits a lower-friction offer.
Where to Find View-Through Conversions in Your Reports
The VTC column is hidden by default. You have to add it.
Accessing the 'View-through conversions' column
Follow these steps in any Google Ads report:
- Open a campaign, ad group, or keyword report.
- Click the columns icon above the statistics table.
- Select Modify columns from the drop-down.
- Navigate to the Conversions section.
- Check the box next to View-through conv.
- Click Apply.
The column now appears in your report table.
The 'All conversions' column vs. standard conversions
Per Google's Ads Help Center, VTCs do not appear in the standard "Conversions" column at all. They surface in two places only: the dedicated "View-through conversions" column and the "All conversions" column. If you've been watching only the Conversions column on display campaigns, you've been missing the full attribution picture.
Modifying columns in campaigns, ad groups, and keyword reports
The same steps work at every level. Campaign view, ad group view, keyword view. Adding the column at the campaign level is the fastest way to compare VTC performance across your display and video campaigns in one table.
Understanding VTC Data in Your Google Ads Account
Numbers without context lead to bad cuts.
Interpreting VTC metrics alongside click conversions
VTCs don't replace click conversions. They add context. A display campaign with weak click conversions but strong VTCs is still doing its job. It's building recall and closing later. Compare both metrics side by side before pausing a campaign based on click data alone.
VTC optimization in App and Demand Gen campaigns
App campaigns and Demand Gen campaigns support VTCs as a biddable conversion type. Per Google's Ads Help Center, when VTC optimization is activated for these campaign types, eligible VTCs appear in the main Conversions column rather than a separate column. This tells Google's bidding algorithm to optimize for view-through signals directly. Note that VTC tracking only applies to online web conversions and app conversions. Offline conversions and store visit imports do not support it.
Excluding interactions to avoid double-counting
Google automatically excludes VTCs for any user who already interacted with one of your other ads. If someone clicked a search ad in your account, they won't generate a VTC from a display impression in the same period. No manual configuration needed. The exclusion is built in.
Optimizing Campaigns Based on View-Through Conversion Data
VTC data is most useful when it drives creative decisions.
Using VTC insights to improve creative performance
High VTCs signal strong creative recall. Users noticed your ad enough to convert later without clicking. That's worth amplifying. Low VTCs on a high-spend display campaign likely mean the creative isn't building enough memory. Refresh the visual before cutting the budget.
Testing display and video ad formats
Run tests across display and video placements. Compare VTC rates per format. Video often generates stronger view-through signals because it holds attention longer than a static banner. Use VTC cost per conversion to rank formats, not just click metrics.
Cross-platform creative optimization with Coinis Advertise
Coinis doesn't publish directly to Google Ads today. But you can use Coinis to build and test creatives informed by conversion data across channels. The Advertise reporting page shows live Meta performance. Pair those insights with your Google VTC findings to identify which creative angles convert across both platforms. When a visual concept wins on Meta, it's worth testing in your Google display and video campaigns too.
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Frequently Asked Questions
What is the default view-through conversion window in Google Ads?
The default VTC lookback window is 24 hours for app campaigns. For other conversion actions, you can customize the window from 1 to 30 days when creating or editing a conversion action in Google Ads.
Are view-through conversions included in the standard Conversions column?
No. Per Google's Ads Help Center, VTCs are excluded from the standard Conversions column. They only appear in the dedicated View-through conversions column and the All conversions column. You need to add those columns manually to see the data.
Do view-through conversions work with Search campaigns?
No. View-through conversions are only supported for Display Network, Video, and App campaigns. They are not available for Search campaigns, which rely on click-based attribution.
How does Google prevent double-counting view-through and click conversions?
Google automatically excludes a VTC for any user who has already interacted with one of your ads. If a user clicked any ad in your account, they won't also be counted as a view-through conversion. This exclusion is built in and requires no manual setup.