Marketing / Advertising
View-Through Conversion VTC (contrast CTC = click-through conversion; VTR window)
A conversion credited to an ad the user SAW but did not click, then converted within a set window.
The fork, why two teams get different numbers
A channel's whole value can hinge on whether view-throughs count and how the window is set.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: IAB (conversion measurement · reference) · MRC (viewable impression & attribution · reference)