View Through Conversion
Attribution method that tracks conversions from users who saw ads but didn't click them
Traditional Background
View-through conversion tracking was pioneered by major platforms like Google and Facebook, who had enough data to connect ad views to eventual conversions. The classic analogy: a driver sees a McDonald's billboard and buys McDonald's days later - traditionally impossible to track, but achievable with sufficient data infrastructure.
Web3 Evolution
Web3's cautious user behavior makes view-through conversion especially valuable, as users often avoid clicking links due to security concerns but may still convert later through different sessions or devices. Advanced platforms offer view-through conversion tracking regardless of whether users clicked links, addressing a major attribution challenge in web3 by accounting for delayed conversions.
Attribution Window
Some platforms use extended attribution windows (e.g., two weeks), leveraging on-chain data and wallet linking to track conversions across multiple devices and wallet sessions using cross chain attribution. This comprehensive approach captures conversions that traditional CPC-based attribution would miss.
Web3 Advantage
Particularly powerful in web3 where security-conscious users regularly avoid clicking external links but may still research and convert through organic discovery or direct navigation. Essential for accurate ROI calculation in DeFi marketing campaigns.