Click-Through and View-Through Conversions

A conversion is the goal that your campaign aims to achieve. It can be anything from a free trial download to a product purchase.

AdRoll measures two different types of conversions: click-through conversions (CTC) and view-through conversions (VTC).

  • CTC is counted when a user clicks an ad and then converts as a direct result.

  • VTC counts customers who were shown an ad and didn't click, but converted later.

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