View-through rate
A view-through rate (VTR), measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more Websites or potentially offline: V T R = 100 ∗ V i e w t h r o u g h / I m p r e s s i o n s {\displaystyle VTR=100*Viewthrough/Impressions} C T R = 100 ∗ C l i c k s / I m p r e s s i o n s {\displaystyle CTR=100*Clicks/Impressions} VTR is related to the popular click-through rate (CTR) measurement, but differs in that it is not an immediate measure of response - it is instead time-shifted and passive, i.e.