View-through attribution is a method used in digital advertising to measure the impact of display or video ads that are viewed by users but not directly clicked on. It attributes conversions or actions to these ads based on the user’s subsequent behavior, even if they did not click on the ad at the time of viewing. 

In view-through attribution, a conversion is attributed to an ad if a user is exposed to the ad and later completes a desired action, such as making a purchase or signing up, without directly clicking on the ad. This is typically tracked using cookies or other tracking mechanisms that identify the user and associate their subsequent actions with the initial ad view. 

The concept behind view-through attribution is that even if users do not click on an ad, the exposure to the ad can still have an influence on their decision-making process and prompt them to take action later. By attributing conversions to viewed ads, advertisers can gain a more comprehensive understanding of the impact of their display or video ad campaigns. 

It’s important to note that view-through attribution has its limitations. Since it relies on tracking mechanisms, it may not capture all instances of ad views or subsequent conversions accurately. Additionally, the length of the attribution window, i.e., the time period between ad view and conversion, can vary and affect the attribution results. 

View-through attribution is often used in combination with other attribution models, such as click-through attribution, to provide a more holistic view of the effectiveness of digital advertising campaigns. By considering both ad clicks and ad views, advertisers can gain insights into the full customer journey and make informed decisions regarding their advertising strategies and budget allocations.