What is the definition of a view-through conversion in Bing Ads?

In Bing Ads (now part of Microsoft Advertising), a view-through conversion is defined as a conversion that occurs after a user has seen an ad but has not clicked on it. The user later completes a desired action on the advertiser's website, such as making a purchase, filling out a form, or signing up for a newsletter, within a specified attribution window (e.g., 1 to 28 days).

Here's a breakdown of how a view-through conversion works:

1. Ad Exposure
The user is exposed to the ad on the Microsoft Advertising network (which includes Bing search results and the Microsoft Audience Network).

This ad can be in various formats, including display ads, video ads, and text ads.

2. No Immediate Click
No click: The user does not click on the ad when it is displayed.

However, the user sees the ad and may later return to the advertiser's site through direct navigation, a search, or another channel.

3. Conversion Action
After viewing the ad, the user completes a conversion action on the advertiser's website. This could be:

Making a purchase

Signing up for a newsletter

Filling out a form

Completing any other predefined conversion goal.

4. Attribution Window
Attribution window: A conversion is considered a view-through conversion if it occurs within a specific timeframe (usually between 1 day and 28 days) after the user views the ad. The exact attribution window can vary based on campaign settings.

5. Conversion Tracking
Conversion pixel: Microsoft Advertising uses a conversion tracking pixel on the advertiser's website to track when a user performs the conversion action. The system then checks whether the user viewed the ad within the set attribution window.

6. View-Through Conversion Attribution
If the user performs the conversion after viewing the ad, but without clicking it, this is counted as a view-through conversion. The conversion is attributed to the ad exposure, even though there was no immediate click.

Summary of View-Through Conversion:
Definition: A view-through conversion occurs when a user views an ad but does not click on it. Later, they perform a desired conversion action (e.g., purchase, sign-up) on the advertiser's website within the defined attribution window.

Purpose: View-through conversions help advertisers understand the indirect impact of their ads by measuring the value of ad exposure, even when users do not click immediately but later complete an action.

Attribution Window: The attribution window defines how long after viewing an ad the conversion can be counted as a view-through conversion. Typically, this window ranges from 1 to 28 days.

Key Takeaways:
View-through conversions are critical for understanding the broader impact of display and video ads, especially for campaigns focused on brand awareness or upper-funnel engagement, where users may not click but still convert later.

Advertisers can optimize campaigns based on the performance of view-through conversions, ensuring their strategy captures conversions influenced by ad exposure even without direct clicks.