viewthrough conversion

Definition

A conversion credited to an ad that someone saw but didn't click, measured by whether they later converted through another channel. It's how display advertising takes credit for sales it might not deserve.

Example Usage

We're claiming viewthrough conversions from people who saw our banner ad, ignored it, then bought our product a week later after a Google search, because technically they did see the ad first.

Origin

Emerged with display advertising tracking in the mid-2000s as advertisers sought to measure brand awareness effects

Fun Fact

Viewthrough attribution windows are typically 24 hours to 30 days, though longer windows increasingly stretch the credibility of the causal relationship.

Source: Digital advertising attribution terminology

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virtue signaling

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CPL

Cost Per Lead—the metric that tells marketers exactly how much they're paying for each potential customer who might, possibly, maybe convert someday. The number that determines whether your campaign was 'efficient' or a 'learning opportunity.' Lower is always better, unless you're explaining why you spent the entire quarterly budget in three weeks.

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inorganic

In marketing speak, growth or reach that you actually paid for rather than earned through genuine audience love—the difference between making friends and buying them. Unlike 'organic' content that spreads naturally, inorganic means you opened your wallet to boost that post, sponsor that influencer, or plaster ads across the internet. It's not fake growth, it's just growth with a credit card attached.

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influencer marketing

Paying people with large social media followings to promote your product, operating on the principle that strangers trust other strangers more than they trust brands. It's word-of-mouth marketing for the selfie generation.

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gated content

Valuable content locked behind a form requiring users to surrender their contact information before access. The digital equivalent of 'you must be this tall and provide your email to ride.'

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sponsor

The corporate sugar daddy who funds your event, program, or media content in exchange for plastering their logo everywhere and getting their brand mentioned seventeen times. It's a symbiotic relationship where money flows one direction and advertising exposure flows the other, both parties pretending it's about 'partnership' and 'shared values.' Modern sponsorships range from reasonable brand placement to NASCAR-level logo saturation that makes you wonder if you're watching sports or a moving billboard convention.

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