Due to the poor conversion rates of display advertisements,
many marketers (or their clients) are quick to criticize their efficacy and profitability.
The fact is that display advertisements may have a significant beneficial influence on your conversion rates
but only indirectly, making it difficult to analyze and quantify.
View-through conversions are one measure that can help us with this.
Even yet, many people doubt the metric's validity.
Can we rely on it?
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