View-through attribution credits an ad for a conversion when a user saw (but did not click) the ad and then converted within the attribution window.
View-through attribution (VTA) credits an ad impression, rather than a click, for a subsequent conversion. If a user sees your ad without clicking, then installs your app independently within the VTA window (typically 1–24 hours), that install is attributed to the viewed ad.
VTA captures the brand awareness and consideration impact of ad exposure that never generates a direct click. It's particularly relevant for upper-funnel video campaigns where the goal is awareness, not immediate direct response. However, VTA is also the most controversial attribution model because it's the hardest to validate, many installs attributed to ad views would have happened organically without the ad.
Apple's ATT framework and SKAN significantly limited VTA on iOS. Most iOS attribution is now click-based or probabilistic, with VTA windows constrained to 24 hours or shorter.
VTA can reveal significant contribution from display and video campaigns that appear to have zero direct conversions in click-only models. Without VTA, pure direct-response advertisers may systematically undervalue awareness campaigns. However, overly generous VTA windows inflate attributed conversions and overstate campaign performance.
Click-through attribution credits an ad for a conversion when a user clicked the ad and then completed the action within the attribution window.
Learn moreMobile AttributionAn attribution window is the time period after an ad interaction within which an install or in-app event is credited to that ad.
Learn moreMobile AttributionAn MMP is an independent third-party platform that attributes app installs and in-app events to the advertising sources that drove them.
Learn moreMobile AttributionProbabilistic attribution assigns conversion credit to ad exposures based on statistical likelihood rather than deterministic device identifiers.
Learn moreConnect your ad networks and MMP in 5 minutes. AI tags every creative automatically.
Start Free Trial