A view-through conversion is a conversion Meta credits to an ad that the person saw but didn't click. If someone scrolls past your ad on Instagram, doesn't tap it, and buys from your site within the view-through window, Meta counts a view-through conversion. At the time of writing that window is 1 day, and it is included by default for ad sets optimising for website conversions.
Where view-through sits in Meta's attribution
Meta now splits attribution into three types:
| Type | Credits a conversion after | Default window |
|---|---|---|
| Click-through | A link click on the ad | 7 days |
| Engage-through | A non-link interaction, such as a like, comment, save or engaged video view | 1 day |
| View-through | An impression with no click or engagement | 1 day |
Engage-through replaced the older engaged-view setting in 2026, and click-through was narrowed to link clicks at the same time. Older reports may mix these definitions, so compare like with like. You can turn view-through off in the ad set's attribution setting. See attribution window.
Why view-through is controversial
The case for counting it: some ads, especially video and Reels, work without a click. People see the product, then search for the brand or type the URL later. Ignoring all view-through can undercount ads that build demand.
The case against: a view-through conversion doesn't prove the ad caused the purchase. Someone who was going to buy anyway, such as a loyal customer, may have scrolled past an ad on the way. Retargeting campaigns are especially prone to collecting view-through credit for sales that would have happened regardless.
The honest answer is that view-through credit is partly real and partly coincidence, and the mix varies by campaign. Only an experiment, such as a conversion lift study, tells you how much.
How to check your view-through share
- In Ads Manager, open Columns, then Compare attribution settings.
- Add 1-day view next to 7-day click.
- Compare the share of purchases from view-through by campaign.
Worked example
Example: two campaigns, both with a reported ROAS of 3.0.
| Prospecting | Retargeting | |
|---|---|---|
| Attributed purchases | 300 | 300 |
| From 1-day view | 45 | 150 |
| View-through share | 15% | 50% |
| ROAS on click only | 2.6 | 1.5 |
The retargeting campaign leans heavily on view-through. Some of that is real, but it is the campaign most likely to be taking credit for sales that would have happened anyway. Treat its 3.0 with caution.
How to use view-through sensibly
- Keep the default for optimisation if it works for you, but report click-only results alongside.
- Watch the view-through share. A rising share with flat store sales is a warning sign.
- Cross-check with MER and incrementality tests.
Our guide to Meta ads attribution settings covers the trade-offs in more depth.
Frequently asked questions
What is a view-through conversion on Facebook ads?
It is a conversion by someone who saw your ad but didn't click or engage with it, within the view-through window, which is 1 day at the time of writing. Meta includes 1-day view in its default attribution setting for website conversion ad sets.
Should I count view-through conversions?
They are partly real and partly coincidence. Many advertisers keep the default for optimisation but also report click-only results, and use conversion lift tests or MER to judge how much view-through credit reflects real impact.
How do I turn off view-through attribution?
In the ad set's attribution setting, set view-through to none. You can also keep it on for optimisation and use Compare attribution settings in reporting to see click-only results alongside.
What is the difference between view-through and engage-through?
View-through credits a conversion after someone saw the ad without interacting. Engage-through, introduced in 2026 to replace engaged-view, credits a conversion after a non-link interaction such as a like, comment, save or engaged video view.
