View Through Attribution


What is View Through Attribution?
View through attribution, sometimes referred to as VTA or impression tracking, is the process of attributing installs to impressions, even if said impressions don’t generate clicks.
What if a user sees your ad, but doesn’t click on it? Then, a few hours later, remembers the name of your app, finds it in the Apple App or Google Play Store, and installs it on their device? VTA will help you understand which impression(s) led to this install.
How to Track View Through Attribution
To get started with view through attribution, you need to establish a “lookback window” for each of your app marketing campaigns. This is the period of time in which conversions can be attributed to impressions. The standard lookback window is 24 hours.
View through attribution is important because it gives app marketers a more accurate view of their user acquisition (UA) campaigns, which can help them make better decisions.
View Through Attribution (VTA) vs Click Through Attribution (CTA)
To fully understand VTA we need to compare it to click through attribution (CTA).
Click through attribution measures the percentage of users who click on an ad, then complete a desired action, such as installing an app. It’s a straightforward way of assessing UA campaigns. Unfortunately, it doesn’t account for users who see ads and are enticed to install the app(s) promoted—but never actually click on the ads themselves.
This is why view through attribution should be used in conjunction with click through attribution. Using both metrics will give you a better idea of where your installs come from.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
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- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
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- App Size
- Rewarded Video Ads
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- Replicated App Store Page
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- Playable Mobile Ads
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- Google Play Product Page
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- App Store Product Page Views (Unique Devices)
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- Mobile Growth
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- Cost Per View (CPV)
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- App Clip Card Views (Unique)
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Related Terms
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Mobile Attribution Manipulation
What is Mobile Attribution Manipulation? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Mobile Attribution Window
What is a Mobile Attribution Window? Get the full definition and learn more about the mobile growth realm with Storemaven's glossary.
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Organic User Acquisition
Organic app user acquisition (UA) is the science of leveraging a set of marketing initiatives to drive organic app installs.
Related Resources

Making Sense of SKAdNetwork 2.2 New Update (And What it Means for Mobile Growth and Install Attribution)

Google Play Redesign in Review: A.K.A. The Power of the First Impression in ASO Strategy
