In context
Your Meta Reels campaign reports 300 purchases on $3,000 spend = 10x ROAS. But 180 of those are view-through conversions (user saw the ad, scrolled past, bought 20 hours later via organic search). Click-through only: 120 purchases = 4x ROAS. The truth is usually somewhere between — lift testing resolves it.
Why it matters
- View-through inflates platform-reported ROAS.
- Always separate view-through from click-through in board reports.
- Incrementality and lift tests are the only way to measure real view-through impact.
Related terms
Frequently asked questions
Should I turn off view-through attribution?
No — you still want to see it, just don't trust it at face value. Discount 50-70% for planning.
Why does view-through exist?
Some conversions genuinely do happen from impression exposure without click — brand campaigns, for instance. It's real but small.
Meta's 1-day view-through vs historical 28-day?
28-day view-through was deprecated post-iOS 14.5. 1-day is the max today.