Once you create a Standard Conversion or a Custom Conversion, you can see Clickthrough and Viewthrough Conversions in your Quora Ads Manager. To see these metrics on the campaign, ad set, and ad levels, set your campaign's objective to "Conversions". Please note, that your campaign's objective does not impact ad delivery.
This article will explain the differences between Clickthrough and Viewthrough Conversions, as well as define the attribution windows used to track each.
For each type of conversion you have created (Purchase, Generate Lead, Custom Conversion, etc) you will see a column labeled “Conversion_Name_Clickthrough_Conversion” (ex: Generic Clickthrough Conversion) in your Quora Ads Manager performance table.
Clickthrough Conversions can be used to track anytime someone clicks on your ad on Quora and then converts on your desired action within 28 days of clicking on the ad. Therefore, the “attribution window” for Clickthrough Conversions is 28 days. Click here to learn more about how to change your Clickthrough conversion windows.
For each type of conversion you have created (Purchase, Generate Lead, Custom Conversion, etc) you will see a column labeled “Conversion_Name_Viewthrough_Conversion” (ex: Generic Viewthrough Conversion) in your Quora Ads Manager performance table.
Viewthrough Conversions can be used to track anytime someone views your ad on Quora and then converts on your desired action within 1 day of seeing the ad. Therefore, the “attribution window” for Viewthrough Conversions is 1 day. Click here to learn more about how to change your Viewthrough conversion window.
This information useful to understand how your ad impressions are influencing potential customers even when they do not click on the ads themselves. View-through attribution data will help augment the existing click attribution to give more insights into the value of your ad spend.
Can a conversion appear as a Clickthrough and Viewthrough conversion?
Quora will report either a Clickthrough or a Viewthrough Conversion, but it will not report both for the same conversion. If a conversion takes place within the Clickthrough and Viewthrough Conversion windows (28-days and 1-day respectively), we will count it as a Clickthrough Conversion.
For example, Mark clicks on an ad on Quora. Seven days later, he sees the same ad again but does not click on it. One after after seeing this ad, he performs the desired conversion action. Quora would report this conversion as a Clickthrough Conversion because Mark clicked on the ad within the 28-day Clickthrough attribution window.
If Mark saw the two ads but never clicked on them, the conversion would be counted as a Viewthrough Conversion the second time he saw the ad. This is because he saw the ad and converted within the 1 day Viewthrough attribution window.