Field notes
What “view-through” credit means for a Vietnam retail stack
8 April 2026 · Lan Nguyen
View-through conversions credit a display or social impression when someone buys later without clicking. Platforms love them. Finance teams often do not understand them. The gap creates weekly meetings where every channel claims the same order.
A usable rule of thumb
Treat view-through as directional for brand and upper-funnel placements. Do not let it set CPA targets for performance budgets. If a display line item only looks efficient after heavy view-through credit, ask for the click-assisted and last-click views side by side.
How we present it in briefings
In performance marketing briefings, we show three columns: platform-reported conversions, click-path conversions, and store-verified orders. The conversation then shifts from “who gets credit” to “which flight still deserves budget next week.”
When attribution policies change
Platforms periodically shorten or lengthen view windows. Those changes belong in your planning notes the same week they ship. Waiting until quarter-end guarantees a messy reconciliation. If you need a formal write-up for leadership, commission an attribution change review while the before-and-after windows are still visible in the interface.