Not All Conversions Are Weighted Equal: Why View-Through Conversions Matter

03
Feb
2022
02/03/2022

You may know the term view-through conversion well, generally well, or this might be your first encounter. For any level of prior knowledge, this post emphasizes how performance-driven advertisers can benefit from Simpli.fi’s transparent reporting structure, customizable attribution windows, and variable recency settings for conversion reporting and attribution.
 

THE INSIGHTFUL STORY VIEW-THROUGH CONVERSIONS CAN REVEAL

The nature of online advertising, where most conversions occur due to multiple channels of influence, results in the majority of conversions being classified as view-through conversions. This implies a user saw an ad, then later converted in any other method than clicking the ad and converting in the same session. For example, a user might see an ad while reading an article on the Kelley Blue Book’s website, which results in searching for product reviews on Google, before finally making a purchase, resulting in a view-through conversion.

On the other hand, click-through conversions tell a less complex story. For a click-through conversion to occur, the user must see and click the ad, then convert on the advertiser’s website, all in the same session. This is the most linear journey for tracking and attributing conversion performance. However, the reality of online behavior results in the majority of digital campaign conversions being classified as view-through. Let’s talk about why that is and how you can utilize view-through conversion reporting to your advantage.

To start, the industry baseline for click-through rate hovers around 0.10% to 0.15%. As a result, this means that for every 1,000 impressions delivered, the industry average generates a single click. To further expand on these probabilities, this metric does not incorporate the likelihood of a conversion occurring in the same session after a user receives and clicks the ad.

At the same time, CPA optimizations target users more likely to convert, regardless of their click behavior. In some cases, the users more likely to convert are the ones who also click often. But most of the time, we see this ideal target audience click less than those who fit with a CTR-goal campaign, resulting in a lower CTR but a stronger CPA metric. Furthermore, the “Rule of 7” in advertising suggests that a user encounters the same message at least seven times before taking any sort of action.

All things considered, the true value of a view-through conversion is the ability to tell the story of the consumer buying journey. In that regard, it’s important to remember that comparing different media buying strategies (i.e., paid search, paid social, programmatic) is like comparing apples to oranges to pears. Generally speaking, advertisers should view their media mix as a “fruit bowl” of sorts rather than trying to pick and choose which fruit is finest.
 

HOW SIMPLI.FI DIFFERENTIATES ITSELF FROM OTHERS

When utilizing view-through conversion data, your team can access strategic insights valuing the user’s total online behavior rather than relying solely on post-click activity. Simpli.fi provides the feature of ‘weighted actions’ where one can attribute a custom weighted percentage for view-through vs click-through conversions, if desired. With this feature, you can pre-determine the value of the view-through conversion data we report on to inform the CPA metric calculated at the campaign-level.

Additionally, our transparent reporting structure allows advertisers to create unique segments for precise audience attribution. In other words, we can uniquely identify how many form fills, button clicks, or purchases, for example, occurred via our advertising efforts through the use of our in-house tag management system.

When advertisers combine targeted campaign setups with our customizable attribution lookback windows (1 to 30 days) and data freshness (determined by our variable recency settings), we cut down on wasted impressions while focusing on reporting a reliable CPA metric for every campaign we run together.

 

Ready to cut down on wasted impressions with reliable CPA reporting and precise audience targeting?
Reach out to us at hi@simpli.fi to get in contact with one of our team members.