What is View-Through Attribution?View-Through Attribution measures how many users download an app after viewing an ad, rather than clicking on it. View-Through Attribution gives a more comprehensive and accurate overview of the performance of mobile user acquisition campaigns, versus relying solely on Click-Through Attribution.
Especially when View-Through Attribution is used in combination with Click-Through Attribution, it is a useful and reliable tool for measuring how user acquisition campaigns are performing. Moreover, using both metrics in combination reduces the risk of attribution manipulation.
Many publishers or networks working on a click-only basis have developed sophisticated attribution manipulation strategies designed to generate clicks even when no ad was clicked or even shown to a user.