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Giving Credit To View-Throughs For Site Conversions By Gabriel Goldenberg An increasingly popular question in attribution management and in advertising measurement is what effect ads - that were viewed but not clicked on - have. These ads are known in the lingo as 'View-Thrus' or 'View-Throughs.' The related question people usually have is what percentage of credit to give view-thrus for conversions that came via multiple touchpoints (e.g. the customer saw and/or clicked several ads, before buying). I've come up with an idea for an experiment to measure the effect of such "view-thru" ads on conversion, as well as on acquisition costs. (An acquisition cost is the cost-per-action of acquiring the lead/customer.) 1. First, get a control group and an experimental group. Continue Reading

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