The product advertising glossary
What is View-through rate?
View-through rate measures qualifying views as a share of eligible impressions or starts, depending on the report. It is different from view-through attribution.
By Drizzle team
A practical example
If 1,200 qualifying views occur from 10,000 eligible impressions, that impression-based view-through rate is 12%.
How to use it
State the viewing threshold and denominator. A conversion attributed after an ad view is a separate metric and should not be mixed into the view-rate calculation.
Put it in a creative brief
Write down the event, asset, or workflow you mean by View-through rate before sharing a brief or report. For campaign measurements, keep the source and reporting window with the number. For creative work, attach an example so the team can assess the same thing.
Explore the creative testing guide, calculate campaign results with the ad metrics calculator, or return to the glossary.