Once you create a Standard Event or a Custom Event, you can view 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 the default attribution windows used to track each.
For each type of conversion you installed (or created) you will see a column labeled [Event Name] Clickthrough Conversion (ex. "Generic Clickthrough Conversion") in your dashboard's performance table.
Clickthrough conversions are measured when a user clicks your ad on Quora and performs a conversion event within 28 days of clicking the ad. Therefore, the default 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 installed (or created), you will see a column labeled Event Name] Viewthrough Conversion (ex. "Generic Viewthrough Conversion") in your dashboard's performance table.
Viewthrough conversions are measured when a user views your ad on Quora and performs a conversion event within 1 day of seeing the ad. In this case, they did not click on your 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. Viewthrough 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 an ad on Quora. Seven days later, he sees the same ad again but does not click on it. After seeing this ad, he performs the desired conversion event. 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.