For brand marketers interested in increasing awareness and establishing market share, display can be a highly effective and measurable channel. A frequent complaint of the direct response crowd is that online display advertising doesn't drive clicks at the same rate as paid search advertising, but clicks aren't telling the whole story. Retargeted ads, even if they aren't clicked, can provide brand lift. In one comScore study, retargeted ads led to a 1046% increase in branded search, a clear sign of heightened brand awareness and recall.

The view-through conversion takes into account that some ads don't trigger immediate buying decisions, but can nonetheless influence people to make purchases later, also known as the billboard effect. In the same way a catchy billboard grabs your attention and boosts brand awareness, an online display ad can encourage a later action. View-through conversions provide advertisers with richer data around ad performance by considering conversions that occur within a certain window after a user sees an ad.There are various practices around the length of a view-through conversion window, some providers will set a 30-day window for example, but we recommend 24 hours. A 24-hour view-through conversion window will provide you with valuable data around the stickiness of your ads, the quality of your ad placements, and your audience's shopping habits, without inflating or overstating your ads' effectiveness.