View-through Rate (VTR) is a statistical measurement used in SEA (Search Engine Advertising) to determine the percentage of users who have seen an ad and then taken a desired action, such as a purchase, sign-up, or click on the ad. It measures the effectiveness of ads in terms of brand recognition and engagement, even if there was no direct click on the ad.
How is View-through Rate used?
View-through Rate is typically applied to display ads and video commercials. It measures the number of ad views without a click occurring. Ad platforms use tracking technologies, such as pixels and cookies, to determine when an ad has been shown to a user. If the same user later takes a desired action, it is attributed to the view-through of the ad.
VTR is expressed as a percentage and is calculated by dividing the number of desired actions after a view-through by the total number of ad views and then multiplying by 100. For example, if an ad has had 1000 views and 20 users have taken a desired action after seeing the ad, the VTR is 2%.
Why is View-through Rate important for SEA?
View-through Rate is an important statistic in SEA because it provides advertisers with insights into the effectiveness of ads, even if no direct click has occurred. It can offer valuable information about the impact of an ad on brand recognition and user purchasing behavior.
A higher VTR can indicate good visual appeal of the ad, relevant content, and a strong brand message. It can also suggest that the ad has captured users' interest and encouraged them to take further action. Advertisers can use these insights to optimize ads, apply better targeting strategies, and improve overall ad performance.
However, it is important to note that VTR alone does not provide a complete picture of ad effectiveness. It should be considered in conjunction with other statistics, such as click-through rate (CTR) and conversion rate, to gain a better understanding of the performance of an SEA campaign.
Knowledge Base
- A/B testing
- Ad group
- Ad items
- Ad rank
- App exclusions
- Attribution model
- Automated bidding
- Reach
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- Conversion
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- Cost per Click
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- CTR
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- Outranking share
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- Search term
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- Targeting
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- Auction insights
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- Listing groups
- View-through rate (VTR)
- Change history
- Search engine
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