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What does the View-Through switch do?

View-Through adds the sales Meta reports from people who saw an ad without clicking it on top of your click-based Sales and Conversions.

What a view-through sale is

A view-through sale is when someone sees your ad, never clicks it, and then buys. TrueROAS follows clicks, so it cannot see these sales itself. Meta reports them, for purchases made within one day of seeing the ad.

By default the Ads Manager leaves them out. Sales, Conversion and ROAS are based on clicks only.

Turn it on or off

The switch is for Meta and only appears when a Meta ad account is connected.

  1. Open the Ads Manager.
  2. Above the campaign table, next to Incremental Attribution, find the View-Through switch with the Meta logo. Its info icon reads View-through conversion is when someone views an ad, but never clicks it, and then buys. On mobile it is in the settings card at the top.
  3. Turn it on. The cells that change flash green. Turn it off and they flash red. The switch is greyed out while the campaigns load.

The label next to the switch

When Meta has view-through sales for your date range, a label next to the switch shows how much is at stake.

  • Switch off: the amount and number of conversions you could add, for example $465 · 8 conv available.
  • Switch on: what was added and how much of your total sales it is, for example +$465 · +8 conv · 4% of sales.

Hover over the label for a short explanation. With no view-through sales in the period, the label is hidden.

What changes in the table

With the switch on, Meta's view-through sales and conversions are added to the Meta campaigns, ad sets and ads they belong to:

  • Sales and Conversion go up.
  • ROAS / POAS, CPA, AOV and 1D | 3D | 7D are worked out from the higher numbers.
  • The Summary row includes them too.

Rows from other ad platforms and the rows under Organic & Unassigned do not change.

The View-Thro column is separate from the switch. It always shows the view-through sales Meta reports for a row, so you can look at them without adding them to Sales. See What do the columns in the Ads Manager mean?.

Warning: View-through sales are added on top of what TrueROAS tracked. A customer who saw an ad and later clicked an email can be counted by both, which can make ROAS look better than it is.

Good to know

  • The switch is saved to your login. Other people on the store keep their own setting.
  • On the Dashboard the switch only affects the Total row of the channel table. It decides whether the small figures under ROAS / POAS, CPA and AoV there include Meta's view-through sales. No other card or row changes. If you have never used the switch, those figures include them, while the Ads Manager starts with the switch off. See How do I read the channel table on the Dashboard?.
  • It only covers Meta. There is no view-through switch for Google, TikTok, Pinterest, Snapchat or AppLovin.
  • View-through sales come from Meta as totals. They have no orders in the order window. See How do I see the orders and customer journey behind a campaign?.
  • True ROAS already counts a share of view-through sales, whether the switch is on or off.
  • Incremental Attribution is a different way to give ads credit for sales that did not come from a click. In its settings, Subtract view-through leaves view-through sales out of a platform's room for extra credit.
  • You cannot change the one-day window Meta uses for view-through sales from TrueROAS.