VTR - View Through Rate
View Through Rate (VTR) refers to the metric that indicates the percentage of users who visit an advertiser's site within a certain period after viewing an ad without clicking on it. This metric is used to measure the indirect impact of an ad on user behavior.
Calculation of View Through Rate
The View Through Rate is calculated as follows: View Through Rate=(Number of View Through ConversionsNumber of Ad Impressions)×100\text{View Through Rate} = \left( \frac{\text{Number of View Through Conversions}}{\text{Number of Ad Impressions}} \right) \times 100View Through Rate=(Number of Ad ImpressionsNumber of View Through Conversions)×100
Number of View Through Conversions
: The number of users who viewed the ad but did not click on it and later converted (e.g., made a purchase, signed up, made an inquiry) on the advertiser’s site within a certain period.
Number of Ad Impressions
: The number of times the ad was displayed to users.
Features of View Through Rate
Measurement of Indirect Effects:
Tracks user behavior after viewing an ad without clicking on it. This allows for the evaluation of the ad's indirect influence.
Evaluation of Brand Awareness:
Indicates whether the ad left a lasting impression on the user and influenced subsequent behavior, useful for measuring the improvement in brand awareness.
Comprehensive Ad Effectiveness:
Allows for a holistic evaluation of ad effectiveness by including both click-based conversions and view-through conversions.
Benefits of View Through Rate
Understanding Overall Ad Effectiveness:
Evaluates the ad's overall impact by considering its influence on user behavior even if it wasn't directly clicked.
Enhancing Brand Awareness:
Shows how displaying the ad can increase brand recognition and evaluate long-term ad effects.
Optimizing Ad Campaigns:
Analyzing the View Through Rate helps identify which ad creatives and media are most effective, providing data for campaign optimization.
Limitations of View Through Rate
Challenges of Cross-Device Tracking:
It can be difficult to accurately track View Through Rates when users utilize multiple devices. Additional tracking technologies are required to consistently monitor user behavior across different devices.
Risk of Over-Attribution:
Overestimating the View Through Rate may lead to incorrect judgments about the true effectiveness of the ad. It is important to evaluate it alongside click-based conversions.
Applications of View Through Rate
Evaluating Ad Creatives:
Use the View Through Rate to determine which ad creatives most influence user behavior and select the most effective ones.
Optimizing Media Planning:
Analyze the View Through Rate to identify the most effective media channels and optimize the media plan.
Measuring Brand Campaign Effectiveness:
Utilize the View Through Rate to measure the effectiveness of campaigns aimed at increasing brand awareness, evaluating not just click rates but also the ad's impact on user recognition.
Summary
View Through Rate (VTR) is a metric indicating the percentage of users who visit an advertiser's site within a certain period after viewing an ad without clicking on it. It helps evaluate the ad's indirect effects and the improvement in brand awareness, providing a comprehensive understanding of the overall effectiveness of ad campaigns. Utilizing the View Through Rate enables the evaluation of ad creatives, optimization of media planning, and measurement of brand campaign effectiveness. However, it is essential to consider challenges like cross-device tracking and the risk of over-attribution.