View-Through Conversions: Measuring the Invisible Success of Branding Campaigns.

What is a view-through conversion?

Click-through data alone falls short when it comes to display and video advertising. View-through conversion acknowledges that an ad has a psychological impact that leads to a purchase only later on. This is essential for evaluating Amazon DSP, as it highlights the influence of branding on organic search volume and subsequent purchasing decisions (halo effect).

Holistic Measurement of Success Beyond Last-Click

We make the success of your entire funnel transparent. Using modern attribution models, we demonstrate the value of your branding campaigns and prevent you from discontinuing highly effective channels simply because of a lack of click data.

  • Full-funnel view: Measuring the impact of video ads on subsequent sales.
  • Data-driven budgets: Proper allocation of resources by taking into account all touchpoints along the customer journey.

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Other relevant terms

Advertising & Analytics
Source tags (store tracking)
Tracking parameters that are appended to your Brandstore's URL to accurately measure the source and performance of external traffic (e.g., social media, newsletters).
Advertising & Analytics
New to the Brand (NTB)
A set of metrics that measures the number of purchases made by customers who have not purchased a product from this brand on Amazon in the previous 12 months.

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