View-Through Attribution (VTA) assigns credit to ad impressions that a user sees but does not click on, yet later converts. This model acknowledges that ads can influence user behavior even without direct interaction. While VTA offers a broader understanding of ad effectiveness, it also raises concerns about over-attribution and accuracy. At INCRMNTAL, we advocate for a balanced approach, using VTA alongside other models to gain a comprehensive view of marketing performance.

Learn more about VTA and attribution in this article.