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View-through attribution calculator

Part of what an ad platform reports comes from people who saw an ad and never clicked it. Enter the split and see your ROAS with and without it.

Conversion value under your current attribution setting: clicks and views together.

The part credited to people who saw an ad and did not click, from the platform's attribution breakdown.

Optional. Adds the reported and the click-only ROAS.

Result

Fill in revenue the platform reports, of that, revenue credited to views to see the result.

How it works

A view-through conversion is a sale the platform credits to an ad the buyer saw but did not click. Platforms report it apart from clicks, in their attribution breakdown or in a column of its own.

Enter the revenue the platform reports for your campaigns, the part of it credited to views, and, if you want ROAS, your spend on the same campaigns and dates. The calculator separates what rests on views from what rests on clicks.

view share =
  view revenue ÷ reported revenue × 100

click revenue =
  reported revenue - view revenue

views on top of clicks =
  view revenue ÷ click revenue × 100

reported ROAS =
  reported revenue ÷ ad spend

click-only ROAS =
  click revenue ÷ ad spend

What each term means

Reported revenue
The conversion value the platform shows under your current attribution setting: clicks and views together.
View revenue
The part credited to people who saw an ad and did not click it: the view-through conversions.
Views on top of clicks
How much the view credit adds to what clicks alone would report, as a share of the click revenue.
Click-only ROAS
Click revenue divided by spend: the ROAS without the view credit. It leaves out the credit, not the sales.

What a view-through conversion does and does not prove

Someone saw the ad and later bought. Maybe the ad moved them; maybe they would have bought anyway, through search, email or a direct visit. The platform cannot tell those apart, and neither can this calculator. A holdout test, where part of the audience sees no ads, can; see incrementality testing. If the platform's total is larger than what your store took, the ad platform over-reporting checker sets the claims next to your store revenue.

What each platform documents

Only what each platform's own documentation says, as read on 26 September 2026. Check the settings on the campaigns you are reading before you enter the numbers.

Google Ads
A view-through conversion is counted when people see but do not interact with an ad and convert later. They appear in the View-through conversions and All conversions columns, not in Conversions, except for Performance Max for store goals, App and Demand Gen campaigns. The view-through window is 1 day unless you change it.
Meta
The reporting API returns a 1-day view window; since 12 January 2026 it no longer returns 7-day and 28-day view. On 3 March 2026 Meta announced that shares, saves and other non-link clicks would count under engage-through attribution, the new name for engaged-view, and that click-through for website and in-store conversions would count link clicks only.
TikTok
View-through is set per ad group when you create it: off, 1 day or 7 days.

Worked example

Example numbers, round on purpose, not a real store:

Revenue the platform reports
€50,000
Of that, credited to views
€15,000
Ad spend on those campaigns
€10,000
  1. 1Share credited to views: €15,000 ÷ €50,000 × 100 = 30.0%
  2. 2Revenue credited to clicks: €50,000 - €15,000 = €35,000
  3. 3Views on top of clicks: €15,000 ÷ €35,000 × 100 = 42.9%
  4. 4Reported ROAS: €50,000 ÷ €10,000 = 5.00x
  5. 5Click-only ROAS: €35,000 ÷ €10,000 = 3.50x

In this example, 1.50x of the 5.00x ROAS on the dashboard rests on views. That part is not proven wrong; it is unproven. Test it before you scale on it.

Frequently asked questions

  • What is view-through attribution?
    Crediting a sale to an ad the buyer saw but did not click, when they bought within the view window. It can reflect a real effect of an ad that was seen and not clicked, and it can credit sales that would have happened anyway. Platforms report it apart from clicks, so you can see how much of a result rests on it.
  • Should I turn off view-through attribution?
    Not by reflex. Switching it off hides the view credit; it does not change what the ads did. Keep both numbers side by side, as this calculator does, and let a holdout test decide how much of the view credit is real.
  • Is my click-only ROAS my true ROAS?
    No. It is the platform's number with the view credit taken out. It still counts people who clicked and would have bought anyway, and it still misses sales the platform never saw. What the ads caused takes a test or a causal read of your data.
  • Why is there no view-through revenue in my Google Ads conversions?
    Google Ads reports view-through conversions in their own column and in All conversions, and leaves them out of the Conversions column except for Performance Max for store goals, App and Demand Gen campaigns. Look there for the view part before you enter it.
  • How long is a view window?
    It depends on the platform and your settings. Google Ads uses 1 day unless you change it. Meta's reporting API returns a 1-day view window, and since 12 January 2026 no longer returns 7-day or 28-day view. TikTok lets you set view-through to off, 1 day or 7 days per ad group.

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