VTR (View-Through Rate) Calculator

Q: What is the difference between VTR and CTR?

VTR (View-Through Rate) measures conversions from users who saw your ad, did *not* click, but converted later. CTR (Click-Through Rate) measures the percentage of users who clicked your ad. VTR measures the ad's influence and branding impact, while CTR measures its immediate interactive appeal.

Measure how many viewers convert after seeing your ad—without clicking. Our View-Through Rate (VTR) calculator helps you understand the true impact of your display and video ad campaigns beyond just direct clicks.

Total Ad Impressions

Conversions After Viewing (No Clicks)

Your View-Through Rate (VTR) is:

0.00%

How View-Through Rate is Calculated

View-Through Rate (VTR) is the percentage of users who saw your ad, didn't click, but later returned to your site to convert. It measures the ad's influence on future actions.

Formula: (Conversions After Viewing / Total Impressions) × 100

Example: If your ad was shown 5,000 times and led to 200 view-through conversions:

(200 / 5,000) × 100 = 4% VTR

Why VTR is a Key Metric for Advertisers

Measures Brand Impact: VTR proves that your ads are building brand recall and influencing customer behavior, even if users don't click immediately.
Evaluates Display & Video Campaigns: It's the perfect metric for top-of-funnel campaigns where the goal is awareness, not just direct traffic.
Optimizes Retargeting: A high VTR on retargeting campaigns shows that repeatedly exposing users to your brand is effective at driving them back to your site.
Complements CTR: VTR provides a more complete picture of an ad's performance, capturing the value of impressions that don't result in a click.

Average VTR Benchmarks by Ad Type

While VTR can vary greatly based on industry and targeting, here are some general industry benchmarks to provide context:

Ad Type	Average VTR
Video Ads	1% – 5%
Display/Banner Ads	0.5% – 2%
Social Media Ads	1% – 4%

4 Tips to Improve Your View-Through Rate

Use Compelling Creatives: Design visually striking ads with a clear brand message. For video, make sure your brand is visible even if the sound is off.
Optimize Ad Frequency: Find the sweet spot for how many times a user sees your ad. Too little, and they won't remember you; too much, and they'll get annoyed.
Target Relevant Audiences: Show your ads to users who are likely to be interested in your product or have previously visited your site (retargeting).
Include a Strong, Memorable CTA: Even if they don't click, a clear call-to-action like "Visit our site to learn more" can plant a seed for a future visit.

Frequently Asked Questions

What is the difference between VTR and CTR?

VTR (View-Through Rate) measures conversions from users who saw your ad, did *not* click, but converted later. CTR (Click-Through Rate) measures the percentage of users who clicked your ad. VTR measures the ad's influence and branding impact, while CTR measures its immediate interactive appeal.

How do you track VTR effectively?

VTR is tracked using tracking pixels or cookies. When a user sees an ad, a cookie is placed. If that same user later visits your website and converts (without having clicked the ad), the conversion is attributed to the ad view. Ad platforms like Google Ads and Facebook Ads have built-in capabilities to track view-through conversions.

Why is VTR important for branding campaigns?

For branding campaigns, the goal is often to build awareness and influence future behavior, not to generate immediate clicks. VTR is a perfect metric for this, as it proves that seeing the ad, even without a click, led to a desired action later. It helps demonstrate the long-term value and impact of display and video advertising.