View-through conversions represents instances where an audience was exposed to a particular ad (in whatever format — display, video or other), but did not click on the unit to go to the advertiser’s website. However, the user may have registered the exposure to the advertiser’s message in their head. They may go to the advertiser’s site at some point in the near future and take the desired conversion action. When the exposure event occurs within the lookback window duration of the conversion event, then we say that the user has had a “view-through conversion”.
