How much of your reported revenue is view-through (over-credit risk).
Inputs
% of view-through that\'s truly incremental
Results
Adjusted ROAS—x
Reported ROAS
—
View-through %
—
Likely over-credit
—
Honest revenue scenarios
If VT incrementality is...
Honest Revenue
Honest ROAS
About this calculator
Click-through vs view-through attribution is one of the most contested topics in digital advertising. Click-through credits a conversion to an ad the user clicked. View-through credits to ads the user saw (didn\'t click) within a window. View-through is almost always over-credited — the customer would often have converted anyway through other channels.
This calculator quantifies the gap. If your reported revenue is $200K with $140K click-through and $60K view-through, view-through is 30% of attributed revenue. Apply a realistic incrementality rate (40-60% for established brands) to that view-through bucket to get honest revenue: $140K + ($60K × 0.5) = $170K, not $200K.
Why this matters: campaign decisions made on reported ROAS systematically overstate channel effectiveness, leading to overspending on top-of-funnel placements that get heavy view-through credit but produce little incremental revenue. Brands that recalibrate to honest ROAS often discover 20-30% of paid spend was producing zero incremental sales.
Pair with the Tracking Gap Estimator (post-iOS14 underreporting), the Attribution Model Comparison (first/last/linear/etc), and the Conversion Lag Calculator. Together they form a complete attribution audit toolkit.
Frequently asked questions
What's view-through attribution?
View-through credits a conversion to an ad if the user saw the ad (didn't click) and then converted within an attribution window. The logic: ad exposure influenced the eventual purchase even without a click. The risk: customer would have converted anyway via direct, branded search, or another channel — view-through over-credits the ad.
Is view-through attribution accurate?
Mostly no, especially on Meta. iOS14 made click attribution unreliable, and Meta increased view-through window to compensate (1-day view-through is now common, was rare before 2021). The view-through revenue is highly inflated for branded products with significant organic baseline.
What's a healthy view-through ratio?
Click-through revenue should typically be 80-95% of total reported revenue, view-through 5-20%. If view-through is over 30% of reported revenue, you're likely double-counting orders that would have happened anyway. The Tracking Gap Estimator can help calibrate.
How do I use this in budget decisions?
Discount view-through revenue when evaluating campaign ROAS. A campaign showing 3.0× ROAS that's 60% click-through and 40% view-through is more honestly running at ~2.4× ROAS if you assume half of view-through is incremental. Different decisions follow.
Should I disable view-through entirely?
You can't fully disable on Meta (their reporting includes 1-day view-through by default), but you can change reports to "1-day click" attribution to see what percentage of conversions are click-driven. Run this view monthly to track the gap over time.