A View-Through Conversion is a type of conversion tracking that measures the number of visitors who saw an ad but did not click on it, but later converted. This metric is used to determine the impact of display ads on user behaviour, even if the user doesn’t click on the ad. The period after an impression during which a view-through conversion will be recorded is called the view-through conversion window. A longer view-through conversion window will usually increase the number of view-through conversions recorded.