Each Model Answers A Different Question
Click-through attribution is stricter. It tells you what happened after someone clicked. View-through attribution is broader. It estimates influence when the ad was seen but not clicked.
Neither model is universally correct. Each is useful when interpreted in the right context.
How To Use Both Without Lying To Yourself
Use click-through attribution for conservative budget decisions and view-through attribution for directional demand sensing.
- Track both windows consistently.
- Look for trend alignment across both models.
- Validate with blended revenue and incrementality signals when possible.
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