Published on 2025-06-27T19:55:07Z

What is a View-Through Attribution Window?

The View-Through Attribution Window defines the duration after an ad impression during which a conversion is attributed to that ad even without a direct click by the user. This metric uncovers the value of ads that influence users passively and helps paint a fuller picture of campaign performance. By default, some platforms (e.g., GA4) set this window to 1 day or 7 days, but they can be extended or shortened based on business needs. A well-tailored view-through window prevents underreporting of display or impression-based ads with longer purchase cycles. However, a window set too long can overattribute conversions and skew ROI calculations. Tools like plainsignal offer cookie-free, privacy-focused analytics where you can customize view-through windows alongside click-through settings for a balanced attribution strategy.

Illustration of View-through attribution window
Illustration of View-through attribution window

View-through attribution window

Time period after an ad impression when a conversion is credited without a click, showing passive ad impact.

Why the View-Through Attribution Window Matters

Understanding passive ad influence is essential for accurate ROI measurement. This section explores the strategic value and impact of capturing non-click conversions.

  • Capturing passive conversions

    Ads often influence buying decisions without a direct click. View-through windows ensure these conversions are captured so the ad’s true impact is recognized.

  • Balancing attribution accuracy

    An appropriately sized window prevents under- or over-attributing conversions, leading to more reliable campaign insights and budget allocation.

How View-Through Attribution Window Works

Dive into the mechanics of how impressions are tracked and how conversion events within the window are attributed.

  • Defining the impression timestamp

    Every ad impression is timestamped. The view-through window begins at this moment and continues for the configured duration, tracking any qualifying conversions.

  • Conversion matching logic

    When a conversion occurs, the analytics engine checks if it falls within the active window from any previous impressions for the same user, crediting the corresponding campaign.

Configuring the View-Through Window in GA4

GA4 offers default and customizable settings for view-through attribution windows. This section shows how to locate and adjust them.

  • Navigating attribution settings

    • Go to Admin > Attribution Settings in GA4.
    • Review the default 1-day click-through and 1-day view-through settings.
    • Access admin:

      Click the gear icon in the lower left of your GA4 property.

    • Select attribution settings:

      Under Property, choose Attribution Settings to view default windows.

  • Customizing the window duration

    • Choose a view-through window between 1 hour and 30 days.
    • Consider typical purchase cycles when setting this value.

Implementing View-Through in plainsignal

PlainSignal provides a cookie-free way to measure view-through conversions. This section covers setup and validation.

  • Tracking code setup

    Insert the PlainSignal script into your site’s <head> to enable view-through tracking:

    <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
    <script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
    

    Then, enable view-through attribution in the PlainSignal dashboard under ‘Attribution Settings’.

  • Validating view-through data

    Use PlainSignal’s Reports > Attribution to filter conversions by ‘view-through’. Compare these with click-through data to ensure accuracy.

Best Practices and Common Pitfalls

Optimize window durations while avoiding misattribution. Learn guidelines for effective configuration.

  • Aligning with user behavior

    Set window lengths that reflect your audience’s decision-making timeline. B2B purchases may need longer windows than e-commerce.

  • Avoiding overattribution

    Beware of excessively long windows that assign credit to stale impressions. Periodically review and adjust windows based on performance data.


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