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View-Through Rate (VTR)

By Andrei Kholkin / May 18, 2024

View-Through Rate (VTR) refers to the percentage of users who view an advertisement but do not immediately click on it, yet go on to visit the advertiser’s website or take a specific action within a set period after the ad impression. This metric is crucial in digital marketing for evaluating the impact of display and video ads beyond direct interactions, helping advertisers understand the true effectiveness of their campaigns in generating interest and awareness.