View-through Attribution

View-through attribution, also known as impression tracking, is a digital advertising model that attributes a conversion, such as an app install, to a previous ad view. It allows advertisers to attribute a conversion to a specific ad campaign, even if the user did not click on the ad. The fundamental idea is that ad impressions contribute causally to eventual conversions. View-through attribution provides a comprehensive and accurate assessment of mobile user acquisition campaign performance instead to relying solely on last-click attribution, or other similar models.