How does Bing Ads differentiate between view-through conversions and click-through conversions?

Bing Ads (now Microsoft Advertising) differentiates between view-through conversions and click-through conversions based on how the user interacts with the ad and the subsequent conversion behavior. Here's a breakdown of how each is tracked and attributed:

1. Click-Through Conversions:
Definition: A click-through conversion occurs when a user clicks on an ad and then later completes a desired action, such as making a purchase, signing up for a newsletter, or submitting a form.

Tracking Process:

When the user clicks on an ad (whether it's a search ad, display ad, or shopping ad), a tracking mechanism is triggered (e.g., a pixel or cookie).

If the user then completes the desired conversion action within a set attribution window (typically 30 days), the conversion is attributed to that click.

Attribution:

The conversion is attributed directly to the ad that the user clicked, and this is often measured in terms of click-through conversion rate (CTR) and conversion rate for the ad or campaign.

The attribution model (e.g., last-click attribution) determines how the conversion is assigned, often giving full credit to the last ad clicked by the user.

2. View-Through Conversions:
Definition: A view-through conversion happens when a user sees an ad (but does not click on it) and later converts within a defined period, usually 28 days.

Tracking Process:

If a user views an ad (typically a display ad or video ad), a tracking pixel or cookie is placed to monitor their behavior.

If the user converts later (without clicking the ad), the conversion is attributed to the ad view, assuming it occurs within the attribution window.

Attribution:

The conversion is attributed to the viewing of the ad, rather than the clicking of the ad. The key point here is that view-through conversions are meant to capture the impact of ad exposure on user behavior, even if the user does not click on the ad immediately.

For example, a user might see an ad for a product but not click on it, and then later visit the advertiser's website directly or via another method and make a purchase.

Key Differences Between View-Through and Click-Through Conversions:

Aspect   Click-Through Conversion   View-Through Conversion
User Interaction   User clicks on the ad.   User sees the ad, but does not click.
Conversion Trigger   Conversion happens after the click on the ad.   Conversion happens after viewing the ad.
Tracking Mechanism   Cookie/pixel is triggered by the click.   Cookie/pixel is triggered by the viewing of the ad.
Attribution   Attributed to the ad that was clicked.   Attributed to the ad that was viewed (no click involved).
Campaign Goal   Direct response actions, like purchases or sign-ups.   Measures brand awareness or influence without immediate action.
Ad Types   Search ads, display ads with click interaction, shopping ads.   Display ads, video ads, non-clickable impressions.
Attribution Window:
Click-Through Conversions: Typically have an attribution window of up to 30 days. If a user clicks an ad and converts within 30 days, the conversion is attributed to that ad click.

View-Through Conversions: Typically have an attribution window of up to 28 days. If a user views an ad and converts within the window, the conversion is attributed to the view-through interaction, even if the user didn't click on the ad.

Why the Distinction Matters:
Click-through conversions are valuable for measuring the immediate effectiveness of an ad in generating direct user actions. These conversions indicate how well your ads drive clicks and subsequent conversions.

View-through conversions help advertisers understand the broader impact of their ads on users who may not click but are still influenced by the exposure. This is especially important for branding and awareness campaigns, where the goal is to impact the user's decision-making even if they don't immediately take action after seeing the ad.

Summary of Key Differences:

Feature   Click-Through Conversions   View-Through Conversions
Interaction Type   Click on ad   View ad (no click)
Attribution Type   Attributed to ad click   Attributed to ad view
Conversion Window   Typically 30 days after click   Typically 28 days after view
Type of Measurement   Direct response (e.g., sales, form fills)   Indirect impact (e.g., brand awareness)
Primary Ad Type   Search ads, display ads with clicks   Display ads, video ads
Conclusion:
Bing Ads clearly distinguishes between click-through conversions and view-through conversions. While click-through conversions focus on direct engagement with ads (such as clicks), view-through conversions focus on the indirect impact of ad exposure. Both are valuable in understanding how ads drive conversions, but they serve different roles in the marketing and measurement ecosystem.