What Is View-through attribution in Facebook Ads? (2026 Definition)

Quick Answer

View-through attribution in Facebook Ads credits a conversion to an ad when the user saw the ad without clicking, then converted within the attribution window (typically 1 day).

Formula and Example

Example: A user scrolls past your ad on Monday morning without clicking, then visits your site directly on Monday evening and buys. With a 1-day view window, that purchase is credited to the ad as a view-through conversion.

Why It Matters

View-through attribution captures the brand-building effect of impressions that don't generate immediate clicks. It is also the most controversial form of attribution because it can take credit for sales the ad didn't really drive. iOS 14+ has shrunk view-through measurability significantly.

How to Use It

Include view-through cautiously in reporting — keep click-through and view-through in separate columns rather than blending them. View-through is most useful on awareness and video campaigns where clicks are not the goal. For pure performance reporting, weight click-through more heavily.

Common Mistakes

Reporting blended click + view ROAS to stakeholders without explaining the mix. View-through often inflates reported numbers by 20-40%. Another mistake is over-extending view-through windows — anything beyond 1 day is mostly noise.

How Pix-Vu helps

View-through attribution is one of dozens of metrics and tactics shaping every Facebook Ads campaign. The fastest way to learn what works — without burning through your own budget — is to study what's already working for other brands. Pix-Vu lets you search the Meta Ad Library, track competitor ad creative across Facebook and Instagram, save winning hooks and angles, and watch how successful advertisers iterate over time. Whether you're trying to lower CPMs, lift CTR or just figure out which creative format your category responds to, seeing live ads in action beats reading definitions alone. Start spying on your competitors at https://pix-vu.com.