Post-View Conversion
Post-view conversion is a metric in online advertising that records a user’s action after they have seen an advertisement but did not click on it.
Simply put, these are conversions that occurred without a direct click on the ad, but after viewing it.
How Post-View Works
- A user sees a banner or video ad on a website or in an app.
- They do not click on the ad, but later perform a targeted action: a purchase, registration, or subscription.
- The tracking system links this action to the viewed advertisement.
- The results are included in advertising campaign reports as a post-view conversion.
Example
- A banner from an online store is shown to a user.
- They do not click on the banner, but a day later, they visit the site directly and buy a product.
- This purchase is recorded as a post-view conversion.
Why Consider Post-View Conversions
- Evaluating the effectiveness of brand advertising — even without a click, advertising can influence a user’s decision.
- Gaining a more complete understanding of a campaign’s ROI.
- Helps analyze the impact of ad impressions on sales and audience behavior.
- Allows for adjusting targeting and retargeting strategies.
Difference from Post-Click Conversion
- Post-click — conversions after clicking on an ad.
- Post-view — conversions after simply viewing an ad, without a click.
Both metrics together provide a complete picture of a campaign’s effectiveness.
Key Takeaways
Post-view conversion shows how much advertising influences user actions even without a click.
It is particularly useful for analyzing brand and display campaigns, where the main goal is to inform the audience and generate interest in a product.
