View-through rates are fascinating to me.
From Wikipedia, the definition of a View-through rate (VTR) is an estimation of the number of impressions viewed during the advertising campaign and estimation of realized advertising contacts.
What does that mean? To me it means that most marketers that I work with are still being asked to evaluate their digital campaigns by the click-through rate (CTR) that their upper management believes reflects the success of the creative. Not really the full story on the creative.
CTR is an easy and quick way to evaluate – high CTR means the creative was success and low means the opposite. Right? Done with the spreadsheet and on to the next metric. Here is what is missing…..web analytic platforms do not track “view-through”. General metrics cannot show the visitor that came to your website (maybe through search or even better by typing in your URL) from the impression that your impressions really made.
Web analytics track campaign performance using post- “click-through” (CTR).
Some of the best branding campaigns have had low CTRs but high in recall.
Do not underestimate the value of the “view-through” (VTR) or the impact of great branding!
Here is a helpful equation:
View-through:
a person views a banner + doesn’t click on the banner + purchases = banner will be contributed to the sale.
Click-through on the other hand:
a person view a banner + click on a banner + purchase an item = banner will be contributed to the sale.
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