View-Through Attribution
What is View-Through Attribution?
View-Through Attribution measures how many users download an app after viewing an ad, rather than clicking on it. View-Through Attribution gives a more comprehensive and accurate overview of the performance of mobile user acquisition campaigns, versus relying solely on Click-Through Attribution. Especially when View-Through Attribution is used in combination with Click-Through Attribution, it is a useful and reliable tool for measuring how user acquisition campaigns are performing.
Moreover, using both metrics in combination reduces the risk of attribution manipulation . Many publishers or networks working on a click-only basis have developed sophisticated attribution manipulation strategies designed to generate clicks even when no ad was clicked or even shown to a user. ironSource combines both insights to prevent attribution fraud and mobile ad fraud .
How does View-through attribution work?
View-through attribution tracks when users who viewed but didn't immediately click an advertisement later install the application, providing developers with more comprehensive insights into their marketing effectiveness beyond direct click-conversion metrics. This analytical approach recognizes the delayed influence advertisements can have on consumer behavior, capturing conversions that traditional click-based attribution would miss entirely.
How is View-through attribution used?
For application marketers, view-through attribution offers a more holistic understanding of campaign performance by acknowledging that awareness generated from an ad impression may lead to installations hours or even days later. Implementation typically involves setting lookback windows that define how long after an impression a subsequent installation can still be attributed to that impression. By incorporating this broader attribution model, developers can make more informed decisions about their marketing investments and better understand the true customer journey from initial exposure to eventual conversion.