View-through Attribution

Definition

View-through attribution is a method of tracking the impact of display advertising (such as banner ads) on user behavior. It measures the number of users who see an ad but do not click on it immediately, yet later visit the advertiser's website or take a desired action (conversion) within a certain period. This metric is crucial because it recognizes that not all conversions result from direct clicks on an ad, acknowledging the influence an ad can have on a user's subsequent decision to engage with a brand.

How View-through Attribution Works

1. Ad Impression: A user is served a display ad while browsing the web, but does not click on it.
2. Tracking Pixel: A tracking pixel, often embedded in the ad, logs that the ad was displayed to the user.
3. Conversion Window: If the user later visits the advertiser's website and converts (makes a purchase, signs up, etc.) within a pre-defined time frame (the conversion window), this action is attributed to the view-through of the ad.
4. Attribution Credit: The ad is given credit for influencing the user's decision to take action, even though there was no immediate click.

Importance of View-through Attribution

1. Fuller Picture of Ad Effectiveness: It provides a more comprehensive understanding of how display advertising influences user behavior beyond direct clicks.
2. Improved ROI Measurement: Advertisers can more accurately measure the return on investment (ROI) of their display campaigns by accounting for view-through conversions.
3. Optimization of Ad Spend: By understanding which ads lead to view-through conversions, advertisers can optimize their ad spend towards creatives and placements that drive not just clicks but also post-impression engagement.
4. Enhanced Ad Strategy: View-through data can help inform creative strategies, frequency capping, and retargeting efforts.

Challenges with View-through Attribution

1. Attribution Window: Determining the appropriate length for the conversion window can be challenging, as it varies by industry and product.
2. Over-attribution: Without proper controls, there is a risk of over-attributing conversions to display ads when other factors may have influenced the user's decision.
3. Cross-Device Tracking: Users often switch between devices, making it difficult to accurately track view-through conversions.
4. Privacy Concerns: Increasing privacy regulations and browser restrictions on cookies can limit the ability to track user behavior over time.

Best Practices for View-through Attribution

1. Set Appropriate Conversion Windows: Establish a conversion window that aligns with the expected decision-making timeline of your customers.
2. Use Control Groups: Compare the behavior of users who saw ads with those who did not to more accurately assess the impact of view-through conversions.
3. Multi-Touch Attribution: Incorporate view-through attribution into a multi-touch attribution model that accounts for various touchpoints in the customer journey.
4. Monitor and Adjust: Regularly review and adjust your approach to view-through attribution based on performance data and evolving best practices.

Conclusion

View-through attribution is a valuable metric for advertisers who want to understand the broader impact of their display advertising efforts. While it presents certain challenges, such as determining the appropriate attribution window and avoiding over-attribution, it can significantly enhance the understanding of how ads contribute to conversions. By adopting best practices and using sophisticated attribution models, advertisers can more accurately measure and optimize the effectiveness of their campaigns.