View-through rate

A view-through rate (VTR), measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more Websites or potentially offline:

${\displaystyle VTR=100*Viewthrough/Impressions}$

${\displaystyle CTR=100*Clicks/Impressions}$

VTR is related to the popular click-through rate (CTR) measurement, but differs in that it is not an immediate measure of response - it is instead time-shifted and passive, i.e. no click is required.^[1]

Also, viewthroughs lack a specific predetermined landing page since the visit can come through a direct type-in or via another click-based digital marketing channel, e.g. search, email or social media.

TRR is the sum of both viewthrough and clickthrough response that resulted from the display media campaign.

${\displaystyle TRR=(Viewthroughs+Clicks)/Impressions}$

The timeframe from ad exposure to subsequent response is often referred to as the lookback window or viewthrough timeframe. Typically, this is set by the ad server and could be 30 days to as much as 90 days. The efficacy of this measurement is tied to cookie deletion rates and use of multiple computers. When success rate of important events like purchases (conversions) are tied to viewthrough visits this becomes the viewthrough conversion (V-CVR) rate, a hotly debated metric that can be gamed by performance-oriented ad networks.

${\displaystyle V-CVR=ViewthroughConversions/ViewthroughVisits}$