A view-through conversion is an FTD or signup credited to an ad impression the player saw but did not click, within a defined attribution window.
View-Through Conversion (VTC)
**TL;DR:** A view-through conversion is an FTD or signup credited to an ad impression the player saw but did not click, within a defined attribution window.
What it means
VTCs matter most for upper-funnel iGaming media — display, video, CTV, paid social Reels — where users frequently see a casino or sportsbook brand, ignore the click, and search the brand directly hours or days later. Without view-through, those channels look unprofitable on last-click reports even though they drove the demand.
Most platforms (Meta, DV360, TikTok) report VTCs natively, but operators must decide whether to include them in spend decisions. Many use a partial weight (e.g. 30% of a click conversion) to balance reality with credibility.
Formula / How it's measured
Not applicable as a standalone metric — VTC is an attribution rule. Mechanism: when an ad impression is served, a pixel or SDK logs the user/device + timestamp. If a conversion happens within the view-through window (commonly 1–7 days) without an intervening click, it counts as a VTC.
Example: a US sportsbook serves 8M Connected TV impressions during NFL week 4. The CTV vendor reports 6,200 view-through FTDs at a 1-day window. If valued at $250 LTV each, that's $1.55M of attributable LTV — but only if you believe the VTC model.
Why it matters for operators
Ignoring VTCs systematically undervalues brand and video channels. Over-trusting VTCs systematically overvalues vendors who self-attribute. The operators who get this right run incrementality lifts to calibrate how much VTC credit to trust by vendor.
Common benchmarks (2026)
- Meta VTC window default: 1 day (often raised to 7 by iGaming)
- Google DV360 VTC window: 30 days max (24h typical)
- CTV vendor VTC inflation: 2–5× vs incrementality truth
- Internal VTC discount factor used: 20%–40% of click value
- VTC share of Meta-reported conversions: 25%–60%
Common mistakes
- Stacking VTCs from multiple platforms (double counting)
- Trusting CTV self-reported VTCs without holdout tests
- Using 30-day VTC windows that retroactively claim brand-search FTDs
See also