View-through attribution
Also: VTA · Impression attribution
View-through attribution credits a conversion to an ad the user saw but did not click, typically within a one-day window. Click-through attribution requires a click.
View-through exists because impressions do influence behavior, especially for video and playable formats. It is also the easiest way for a network to claim credit for conversions that would have happened anyway, because the bar — an impression was served — is low.
Most teams keep a short view-through window (1 day) and treat view-through conversions as a separate line, not blended into click ROAS.
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.