What occurs if you do not give view-through credit in a digital campaign?

When view-through credit is not provided in a digital campaign, campaign performance may be undervalued. View-through credit recognizes the influence of an ad impression on a user who may not have clicked on the ad but later converted after viewing it. By failing to attribute credit to these impressions, the overall effectiveness of the campaign is not fully captured, leading to a skewed understanding of its impact on conversions.

This undervaluation can hinder the ability to make informed decisions for future campaigns since it doesn't reflect the true reach and effectiveness of the advertising efforts. Accurate attribution is crucial for understanding the role that different touchpoints play in driving customer actions, and without accounting for view-throughs, marketers may undervalue certain channels or strategies that play a significant role in their conversion paths.